U.K. Consumer and Travel Trade Research
Final Report
February, 2008
Page 1
Table of Contents
FOREWORD.....................................................................................................................5
BACKGROUND ..................................................................................................................... 6
RESEARCH OBJECTIVES ......................................................................................................... 9
METHODOLOGY ................................................................................................................. 13
KEY FINDINGS..............................................................................................................18
SWOT ANALYSIS...........................................................................................................42
THE WAY FORWARD: CONSIDERATIONS.....................................................................46
FINDINGS IN DETAIL ...................................................................................................58
TRAVEL TRENDS ................................................................................................................ 59
Section 1:
Section 2:
U.K. Economic Outlook............................................................................ 60
Outbound Travel Trends.......................................................................... 65
Section 3:
Section 4:
Section 5:
Section 6:
Section 7:
Section 8:
Section 9:
Section 10:
Section 11:
Section 12:
Section 13:
Section 14:
Section 15:
Destination Motivators ............................................................................ 71
Destination Trip Profile............................................................................ 98
Market Segmentation .............................................................................120
Travellers Profile....................................................................................132
The Canadian Opportunity......................................................................137
The Buy Cycle Model..............................................................................145
Regional Opportunities ...........................................................................157
Claimed Barriers to Canada Travel.......................................................177
Media ...............................................................................................179
Trip Planning.....................................................................................186
Environmentally Responsible Destination .............................................191
Consumer Product Idea Forums ..........................................................195
The Travel Trade ...............................................................................230
CONSUMER SURVEYS – QUALITATIVE AND QUANTITATIVE ANALYSES ................................................ 70
APPENDIX...................................................................................................................243
Page 2
List of Exhibits
FOREWORD EXHIBIT 1: UK LONG-HAUL TRIPS, 2000 TO 2006............................................................ 6
FOREWORD EXHIBIT 2: CANADA’S SHARE OF THE UK LONG-HAUL MARKET, 2000 TO 2006 ......................... 6
KEY FINDINGS EXHIBIT 1: TRIPS ARRIVING IN CANADA FROM FOREIGN MARKETS 2006 ............................. 19
KEY FINDINGS EXHIBIT 2: UK TRIPS ARRIVING IN CANADA 2000 TO 2006............................................ 20
KEY FINDINGS EXHIBIT 3: LONG-HAUL COUNTRIES VISITED MOST RECENTLY......................................... 21
KEY FINDINGS EXHIBIT 4: BRAND ATTRIBUTE MAP ......................................................................... 26
KEY FINDINGS EXHIBIT 5: CANADA’S STRENGTHS AND WEAKNESSES VS. COMPETITORS ............................ 27
KEY FINDINGS EXHIBIT 6: BUY CYCLE MODEL – HOW IT WORKS ......................................................... 29
KEY FINDINGS EXHIBIT 7: BUY CYCLE MODEL – BOTTLENECKS AND BARRIERS - CANADA .......................... 30
KEY FINDINGS EXHIBIT 8: BUY CYCLE MODEL – PROJECTED MARKET SIZE ............................................ 31
KEY FINDINGS EXHIBIT 9: IDEAL CANADIAN VACATION – BY TARGET SEGMENT ...................................... 35
KEY FINDINGS EXHIBIT 10: CANADA’S CURRENT VISITOR’S PROFILE .................................................... 40
EXHIBIT SECTION 1-1: UK POPULATION BY AGE - 2000 TO 2006 ...................................................... 62
EXHIBIT SECTION 1-2: POUND EXCHANGE RATES 2000 TO 2006....................................................... 63
EXHIBIT SECTION 1-3: UK ECONOMIC INDICATORS TRENDS ............................................................. 64
EXHIBIT SECTION 2-1: UK LONG-HAUL MARKET TRENDS ................................................................ 66
EXHIBIT SECTION 2-2: UK LONG-HAUL TRIPS --- 2000 TO 2006....................................................... 67
EXHIBIT SECTION 2-3: DESTINATION CHANGES 2000 VS. 2006 ........................................................ 68
EXHIBIT SECTION 2-4: UK TRIPS ARRIVING IN CANADA 2000 TO 2006............................................... 69
EXHIBIT SECTION 3-1: ALL COUNTRIES VISITED IN PAST 3 YEARS BY LONG-HAUL TRAVELLERS .................. 72
EXHIBIT SECTION 3-2: LONG-HAUL COUNTRIES VISITED MOST RECENTLY ............................................ 73
EXHIBIT SECTION 3-3: DESTINATION TRENDS – MOST RECENT TRIPS ................................................ 74
EXHIBIT SECTION 3-4: ALL REASONS FOR TRAVEL – BY ALL DESTINATIONS .......................................... 83
EXHIBIT SECTION 3-5: ALL REASONS FOR TRAVEL – BY DESTINATION ................................................. 84
EXHIBIT SECTION 3-6: MAIN PURPOSE OF TRIP – BY ALL DESTINATIONS ............................................. 85
EXHIBIT SECTION 3-7: MAIN PURPOSE OF TRIP – BY DESTINATION .................................................... 86
EXHIBIT SECTION 3-8: ACTIVITIES PARTICIPATED ON TRIP – CULTURALLY ORIENTED – BY ALL DESTINATIONS87
EXHIBIT SECTION 3-9: ACTIVITIES PARTICIPATED ON TRIP – NATURE ORIENTED – BY ALL DESTINATIONS .... 88
EXHIBIT SECTION 3-10: ACTIVITIES PARTICIPATED ON TRIP – CULTURALLY ORIENTED – BY DESTINATION .... 89
EXHIBIT SECTION 3-11: ACTIVITIES PARTICIPATED ON TRIP – NATURE ORIENTED – BY DESTINATION ......... 90
EXHIBIT SECTION 3-12: IMPORTANCE OF ATTRIBUTE IN DESTINATION SELECTION – BY ALL DESTINATIONS ... 91
EXHIBIT SECTION 3-13: CANADA’S STRENGTHS AND WEAKNESSES VS. COMPETITORS .............................. 92
EXHIBIT SECTION 3-14: DESTINATION RATING ............................................................................. 93
EXHIBIT SECTION 3-15: BRAND ATTRIBUTE MAP ........................................................................... 95
EXHIBIT SECTION 4-1: NUMBER OF NIGHTS AWAY FROM HOME – BY ALL DESTINATIONS ......................... 99
EXHIBIT SECTION 4-2: NUMBER OF NIGHTS AWAY FROM HOME – BY DESTINATION .................................100
EXHIBIT SECTION 4-3: INCIDENCE/DURATION OF VISIT IN CANADA/U.S. ...........................................101
EXHIBIT SECTION 4-4: MONTH OF TRAVEL – BY ALL DESTINATIONS ..................................................102
EXHIBIT SECTION 4-5: MONTH OF TRAVEL – BY DESTINATION .........................................................103
EXHIBIT SECTION 4-6: PARTY SIZE AND COMPOSITION – BY ALL DESTINATIONS ...................................104
EXHIBIT SECTION 4-7: PARTY SIZE AND COMPOSITION – BY DESTINATION ..........................................105
EXHIBIT SECTION 4-8: FIT VS. GROUP TRAVEL – BY ALL DESTINATIONS.............................................106
EXHIBIT SECTION 4-9: FIT VS. GROUP – BY DESTINATION ..............................................................107
EXHIBIT SECTION 4-10: FIT PACKAGE COMPONENTS BEYOND AIR AND ACCOMMODATION – BY ALL
DESTINATIONS .............................................................................................................108
EXHIBIT SECTION 4-11: FIT PACKAGE COMPONENTS BEYOND AIR AND ACCOMMODATION – BY DESTINATION109
EXHIBIT SECTION 4-12: FIT CAR RENTAL...................................................................................110
EXHIBIT SECTION 4-13: FIT TRIP COMPONENTS BOOKED BEFORE DEPARTURE VS. DURING TRIP ...............111
Page 3
EXHIBIT SECTION 4-14: FIT TRIP COMPONENT BOOKED BEFORE DEPARTURE VS. DURING TRIP – BY
DESTINATION ..............................................................................................................112
EXHIBIT SECTION 4-15: TYPE OF ACCOMMODATION – BY ALL DESTINATIONS .......................................114
EXHIBIT SECTION 4-16: TYPE OF ACCOMMODATION – BY DESTINATION ..............................................115
EXHIBIT SECTION 4-17: TRIP EXPENDITURE – BY ALL DESTINATIONS ................................................116
EXHIBIT SECTION 4-18: TRIP EXPENDITURE – BY DESTINATION .......................................................117
EXHIBIT SECTION 4-19: VALUE FOR MONEY ................................................................................118
EXHIBIT SECTION 4-20: LIKELIHOOD TO RECOMMEND DESTINATION TO OTHERS ...................................119
EXHIBIT SECTION 5-1: SIZE OF MARKET SEGMENT ........................................................................121
EXHIBIT SECTION 5-2: SEGMENT CHARACTERISTICS ......................................................................123
EXHIBIT SECTION 5-3: CURRENT PLANS TO VISIT CANADA – BY SEGMENT ...........................................126
EXHIBIT SECTION 5-4: IDEAL TRIP TO CANADA – BY SEGMENT .........................................................128
EXHIBIT SECTION 6-1: NUMBER OF TRIPS TAKEN IN PAST 3 YEARS ....................................................133
EXHIBIT SECTION 6-2: UK LONG-HAUL MARKET PROFILE ................................................................134
EXHIBIT SECTION 7-1: LONG-HAUL DESTINATION PRIORITY ............................................................138
EXHIBIT SECTION 7-2: CANADA’S PRIORITY RANKING KEY SEGMENT ..................................................139
EXHIBIT SECTION 7-3: IDEAL TRIP TO CANADA – BY PROSPECTIVE MARKET .........................................141
EXHIBIT SECTION 8-1: BUY CYCLE MODEL – HOW IT WORKS ............................................................147
EXHIBIT SECTION 8-2: BUY CYCLE MODEL – BOTTLENECKS AND BARRIERS - CANADA .............................153
EXHIBIT SECTION 8-3: BUY CYCLE MODEL – PROJECTED MARKET SIZE ...............................................154
EXHIBIT SECTION 9-1: PLACES VISITED IN CANADA .......................................................................158
EXHIBIT SECTION 9-2: PROVINCES VISITED TRENDS ......................................................................159
EXHIBIT SECTION 9-3: NUMBER OF NIGHTS SPENT IN EACH PROVINCE ...............................................160
EXHIBIT SECTION 9-4: TRIP CHARACTERISTICS – AMONG THOSE WHO VISITED B.C., ALBERTA, ONTARIO AND
ATLANTIC ON MOST RECENT CANADIAN TRIP .......................................................................163
EXHIBIT SECTION 9-5: ACTIVITIES PARTICIPATED IN – AMONG THOSE WHO VISITED B.C., ALBERTA, ONTARIO
AND ATLANTIC ON MOST RECENT CANADIAN TRIP .................................................................167
EXHIBIT SECTION 9-6: TRAVEL PARTY – AMONG THOSE WHO VISITED B.C., ALBERTA, ONTARIO, AND ATLANTIC
ON MOST RECENT CANADIAN TRIPS ...................................................................................170
EXHIBIT SECTION 9-7: TRIP PLANNING – AMONG THOSE WHO VISITED B.C., ALBERTA, ONTARIO, AND
ATLANTIC ON MOST RECENT CAR TRIP ...............................................................................173
EXHIBIT SECTION 9-8: PROFILE OF THOSE WHO VISITED B.C., ALBERTA, ONTARIO AND ATLANTIC ON MOST
RECENT CANADIAN TRIPS................................................................................................175
EXHIBIT SECTION 10-1: MAJOR BARRIERS TO CANADA TRAVEL .........................................................178
EXHIBIT SECTION 11-1: ALL SOURCE OF INSPIRATION – BY ALL DESTINATIONS ....................................180
EXHIBIT SECTION 11-2: ALL SOURCE OF INSPIRATION – BY DESTINATION ...........................................181
EXHIBIT SECTION 11-3: PRIMARY SOURCE OF INSPIRATION – BY ALL DESTINATIONS .............................182
EXHIBIT SECTION 11-4: PRIMARY SOURCE OF INSPIRATION – BY DESTINATION.....................................183
EXHIBIT SECTION 11-5: SPECIFIC TV TRAVEL SHOW AND OTHER TV SHOWS USED ...............................184
EXHIBIT SECTION 11-6: SPECIFIC WEBSITES USED .......................................................................185
EXHIBIT SECTION 12-1: TRIP PLANNING/BOOKING LEADTIME – BY ALL DESTINATIONS ...........................187
EXHIBIT SECTION 12-2: TRIP PLANNING/BOOKING LEADTIME – BY DESTINATION ..................................188
EXHIBIT SECTION 12-3: HOW TRIP WAS BOOKED – BY ALL DESTINATIONS .........................................189
EXHIBIT SECTION 12-4: HOW TRIP WAS BOOKED – BY DESTINATION ................................................190
EXHIBIT SECTION 13-1: LONG-HAUL TRAVELLER’S ENVIRONMENTAL INVOLVEMENT.................................192
EXHIBIT SECTION 13-2: IMPORTANCE OF DESTINATION'S RECORD ON ENVIRONMENT WHEN CHOOSING TRAVEL
DESTINATION ..............................................................................................................193
EXHIBIT SECTION 13-3: DESTINATION RATING ON BEING ENVIRONMENTALLY RESPONSIBLE .....................194
Page 4
Foreword
Page 5
Background
The UK’s long-haul outbound market has been steadily increasing since 2002,
with a sharp increase from 2005 to 2006.
Foreword Exhibit 1: UK Long-haul Trips, 2000 to 2006
10,555,716
6,340,762
2000
6,073,310
5,732,821
2001
5,894,550
2002
6,554,629
2003
7,145,340
2004
2005
2006
Source: EuroStat
In terms of share, Canada has been commanded a fairly steady 12 to 13% of the
long-haul market during this period, with a drop to only 8% in 2006. Overall,
while the UK is shifting away from the U.S. as a destination, it has not been
rejecting Canada.
Foreword Exhibit 2: Canada’s Share of the UK Long-haul Market, 2000 to 2006
13.6%
13.6%
12.6%
11.7%
12.2%
12.5%
8.0%
2000
2001
2002
2003
2004
2005
2006
Source: Statistics Canada
Page 6
Background
The research was designed to meet the business goals of the Canadian Tourism
Commission (CTC), Tourism British Columbia, Ontario Tourism Marketing
Partnership, Alberta Tourism, Parks, Recreation and Culture, Travel Manitoba,
Atlantic Canada Opportunities Agency, and Government of Yukon, Tourism and
Culture (hereinafter the “Partners”).
This research must determine:
Š What is causing the slide in travel to Canada
Š What are the issues retarding growth
Š How they need to be addressed
Š What strategic action the Partners must take in order to steer the decline
and capitalize on the enormous latent demand.
Failure to respond quickly and effectively to the decline in tourism could result in
continued deterioration in visitors to Canada and ultimately undermine the
Partners’ ROI.
The specific business goals, can be summarized as follows:
1. To understand why tourism to Canada has not grown faster.
•
Is it an awareness issue, an attitudinal issue or both?
•
Are sentiments toward other destinations at play (including the
U.S.)?
2. To design the most effective advertising and marketing
communication to reach the potential markets.
•
What are the triggers stimulating travel to Canada – current and
potential?
•
How can they best be integrated into Canadian travel
advertising?
•
From a media planning perspective, the ideal timing (season
and lead time)?
Page 7
Background
3. To make use of the most effective communication channels to
reach the target market.
•
The internet
•
Advertising vehicles
•
Trade – agents/wholesalers
•
Other channels
4. To provide direction and assistance for the travel trade to
accelerate the growth of pleasure travel to Canada.
5. To identify the target segments for travel to Canada.
•
Motivational/product segments
•
Demographic segments
6. To create market-sensitive product packages.
•
Most appropriate activity/interest focus
•
Most effective price points
•
Best packaging components (the correct type of
accommodation, duration, ground activities, etc)
Page 8
Research Objectives
The research was focussed on 8 primary areas:
a)
Defining the Target Market
Š Insignia successfully generated product/motivational segments in
Japan, South Korea, Australia and India some of which became
prime targets, yet cut across the age spectrum. The same
successful methodology was applied to the UK market.
Š Aside from general target segments, there may be important niche
markets that specific provinces and/or territories should be going
after.
Š What is the size of the potential market for Canada overall and for
each of the partners?
b)
Global Segmentation
Š How do travellers define or segment global destinations?
Š Do they cluster destinations in a way that helps us understand the
destination decision process?
Š In Asia/Pacific, destinations are clustered by region – Asia, Europe,
North America. Each region has an overall personality and that
analysis helps to sort and clarify the multitude of individual global
destinations that exist.
Š What are the primary motivators to those regions? What kinds of
people/trips do they attract?
Š What activities/benefits are satisfied by each?
Š What cultural factors figure into the equation?
Page 9
Research Objectives
c)
Pinpointing The Triggers For Canada
Š What is unique about Canada?
Š What appeals to prospects?
Š What has successfully triggered past visitors?
Š What kinds of vacations hold the best potential – again not only for
Canada generally, but for each of the partners as well?
Š Are these products FIT? Group? Can they be packaged? How
should they be priced?
d)
What Are The Barriers To Visiting Canada
Š Are there lingering political, social and/or health concerns
undermining travel to Canada?
Š Is lack of awareness, knowledge, relevant product at play?
Š Negative sentiment toward the U.S.?
Š The real challenge here is determining how to unlock the incredible
latent demand for Canada in the UK market.
Š The gulf that stands between that pinnacle and Canada’s current
visitor draw is immense and must be understood.
Š In a later section Insignia explores in-depth the destination
consideration process and elaborates on the best approach to
clarifying the issues.
Page 10
Research Objectives
e)
Positioning Canada Effectively
Š In a highly competitive marketplace Canada must be positioned
effectively in order to strike a positive chord, a point of difference
and to trigger an interest in travel.
Š How should “Brand Canada” best be presented in the UK market?
Š What is the driving brand relationship that will cause consumers to
have a vested interest?
Š Future advertising depends on this analysis to be effective.
f)
Product Opportunities
Š It is essential to get down to the nuts and bolts of marketing and
pinpoint the types of specific products or packages that should be
in place to appeal to each European country and to each identified
target market.
Š Recent research by Insignia for the Partners in the U.K. and
Germany revealed the significant differences in product needs by
each market. For example, Germans are eager to immerse
themselves in Canada’s outdoors and soft adventure. Brits are
much happier with one foot out in nature and the other foot firmly
planted in the security and familiarity of urban amenities and social
interaction.
Š Included in this analysis should be the perceptions of existing
packages available to Canada – general knowledge, price,
appropriateness.
Š What can we learn from appealing competitive packages?
g)
Planning/Booking Process
Š The research must clarify:
Š Timing
Š Sources of inspiration for destination choices
Š Media influences
Š Information resources (including the internet)
Š Booking process
Page 11
Research Objectives
h)
Travel Trade
Š Both retailers and tour operators/wholesalers can have a profound
influence in where people travel.
Š It is essential that they are on side:
Š Bringing the right products to market
Š Promoting them effectively with backup knowledge
Š The research must explore their awareness, perceptions,
motivation and product lineup.
Š How to get them up to speed and onside is essential.
Page 12
Methodology
Phase One: Review of Existing Data
An examination of existing available data on UK travel patterns and economics
was conducted in order to provide context for the findings of the original
research.
Information of particular relevance to the existing research included:
•
•
•
•
•
•
•
Economic performance
Consumer Confidence
Disposable Income
Long-haul trips, 2000 to 2006
Destination patterns of long-haul travellers
Domestic Travellers, 2000 to 2006
Value of the British pounds vs. the currencies of major destinations
Phase Two: U.K. Long-haul traveller Focus Groups
In order to gather grassroots insights to shape the quantitative survey, as well as
to give context to its results, focus groups were conducted among U.K.
travellers.
Six groups (recruit 8 for 6 per group) were conducted in London. All participants
had either travelled internationally in the past 3 years or had plans to travel
internationally in the next 2 years.
Four of the groups included those who had not yet travelled to Canada, but
were not rejecters of Canada. These groups were split among gender and age,
with two of the groups being male and the other two female, and two being
younger (30 to 49) and two being older (50 to 69).
The two remaining groups were those who had visited Canada in the past 3
years. These groups were made up of a mix of males and females, but the
groups were split by age, with one being younger (30 to 49) and one being older
(50 to 69).
The discussion guide is included in the appendix of this report.
Page 13
Methodology
London
Male
Female
Mixed
Younger
30 - 49
Have not travelled to
Canada
Have not travelled to
Canada
Have travelled to
Canada in past 3
years
Older
50 - 69
Have not travelled to
Canada
Have not travelled to
Canada
Have travelled to
Canada in past 3
years
Phase Three: In-depth Interviews with the Travel Trade
As a great deal of the Partners’ activities in the United Kingdom relate to the
travel trade, a series of in depth interviews were conducted among the trade to
gain a more complete picture of the travel market in the U.K.
The interviews lasted, on average, between 30 and 45 minutes.
A discussion guide is included in the appendix of this report.
Fifteen interviews in total were conducted, with the following breakdown:
•
•
•
8 Interviews with Tour Operators/Wholesalers
6 Interviews with Travel Agents/Retailers
1 Interview with Canadian representatives in the U.K.
In addition, 5 interviews were conducted with Canadian Receptives in Canada
who deal with the U.K. market.
Phase Four: Consumer Quantitative Survey
A national online panel operated by OpenVenue was conducted with 2,697
British long-haul travellers aged 18 and older from October 20 to November 15,
2007.
Page 14
Methodology
Respondents met the following criteria:
•
•
Travelled outside of European Union countries, North Africa and the
Mediterranean for 3 nights or more with at least 1 night in paid
accommodation for pleasure or personal reasons, to visit friends and
relatives or a trip that combined business and pleasure in the past 3
years, or
Planned to take a pleasure trip outside of European Union countries, North
Africa and the Mediterranean for 3 nights or more with at least 1 night in
paid accommodation in the next 2 years.
An oversample was implemented to reach n=884 past travellers to Canada.
This was achieved by screening the main panel fully for qualifying past Canadian
travellers. The oversample of past travellers to Canada was then weighted down
to the level in the cross-section survey.
The following chart shows regional destination of the 884 past travellers to
Canada.
B.C.
Alberta
Saskatchewan
Manitoba
Ontario
Quebec
Atlantic
Yukon
Northwest Territories
Nunavut
n=401
n=281
n=50
n=45
n=490
n=215
n=102
n=40
n=30
n=18
The average duration of interview was 20 minutes. Detailed tables are available
in a separate file. The questionnaire is appended for reference.
The average error range with a sample of 2,697 is ± 1.9%. This means that in
19 out of 20 cases, the results based on a sample of 2,697 will differ by no more
than 1.9% from what would have been obtained by interviewing all consumers
who meet the qualification criteria in the markets surveyed.
Page 15
Methodology
Omnibus Survey
In addition to the online survey, a telephone omnibus survey was conducted
among 949 British adults aged 18+ across the nation to obtain incidence and
profile data of the past and future pleasure trip travellers. This provided a base
from which to weight the online survey as required.
In this case, an age weight was applied to the online sample to reflect a more
accurate distribution of past/future travellers among each age group.
Phase Five: Regional Products Innovation Online Forums
Two 5-day forums (recruit 12 for 10 per forum) were conducted with past and
prospective Canada travellers to evaluate specific tourism products from each
partnered province.
All participants had either travelled internationally in the past 3 years or had
plans to travel internationally in the next 2 years.
These groups were made up of a mix of males and females, age 30-69 with a
mix of life stages (e.g., families with children 8 to 18 and households with no
children).
One of the forums was among those who had visited Canada in the past 3 years,
and claimed that their last trip to Canada was very enjoyable. All participants
must not have stayed or spent more than 50% of their trip with friends or
relatives. At least 4 participants must have visited Western Canada and 4 visited
Central/Eastern Canada.
The other forum was with those who had not yet travelled to Canada, but are
seriously planning to visit Canada in the next 2 years. They must be planning to
stay in a paid accommodation for at least 50% of their trip and likely to spend at
least half of their trip away from friends or relatives. At least 4 participants must
be seriously considering visiting Western Canada and 4 Central/Eastern Canada.
Page 16
Results
The findings of the study are presented under four main headings:
•
•
•
•
Key Findings
Marketing Considerations
Findings in Detail
Appendix
Throughout the report, circles (= Ç) and squares (= È) have been used to
highlight meaningful differences.
Page 17
Key Findings
Page 18
Key Findings
U.K. A Key Market
•
The UK continues to be the most important foreign market for Canada,
among the CTC’s target countries in terms of trips arriving in Canada.
Key Findings Exhibit 1: Trips arriving in Canada from foreign markets 2006
Arrivals to Canada (2006)
842,000
U.K.
Japan
364,000
France
361,000
Germany
298,000
Mexico
202,000
South Korea
189,000
Australia
178,000
China
139,000
Source: Statistics Canada
Page 19
Key Findings
Trends to Canada
Tourism arrivals from the UK have regained their previous 2000/2001 levels,
after plummeting in 2002/2003 due to the general unease with long-haul air
travel that the 9/11 terrorist attacks caused. January to September, 2007
registers a positive 4.4% increase.
Key Findings Exhibit 2: UK trips arriving in Canada 2000 to 2006
Arrivals in Canada
862,000
888,000
826,000
801,000
842,000
721,000 691,000
2000
2001
2002
2003
2004
2005
2006
Source: Statistics Canada
Page 20
Key Findings
Canada in Perspective
Canada captures 8% of long-haul trips (based on most recent trip data), similar
to Australia (8%).
The prime destinations are the U.S. (38%) and Asia (20%), followed by the
Middle East (12%), the Pacific (11%), and the Caribbean (10%).
Key Findings Exhibit 3: Long-Haul Countries visited Most Recently
Long-Haul Destination on Last Trip
North America 44%
Asia (20%)
Russia 2%
China 2%
Canada 8%
Caribbean 10%
Japan 1%
Turkey 6%
United States 38%
Middle East
(12%)
Hong Kong 3%
Dubai 4%
Thailand 5%
Mexico 3%
Singapore 4%
India 5%
Brazil 2%
South/Central
America (6%)
Malaysia 3%
South Africa 4%
Australia 8%
Africa (6%)
Pacific (11%)
New Zealand 4%
Page 21
Key Findings
The Desired Canadian Experience
Canada is naturally high on the priority list for U.K. travellers for a number of
fundamental heritage reasons:
1. Canada is part of the Commonwealth
2. It is English speaking
3. Many friends and relatives live in Canada
These strengths are shared with Australia, New Zealand, certain Caribbean
countries and, with the exception of the Commonwealth connection, the U.S. All
of these destinations, then, represent significant competitors.
The relatively unique selling points for Canada, beyond the heritage connection,
include:
• Beautiful nature scenery
• Friendly, hospitable people
• The opportunity to experience local culture
• Much easier to get to than alternatives like Australia
Page 22
Key Findings
The Barriers To Canada
The main barrier to travel to Canada is that its image is too singularly nature.
U.K. travellers are highly social, they enjoy urban amenities, socializing with
friends in a relaxing atmosphere, good food, good accommodation, some
measure of entertainment and local culture.
The holiday concept prospective visitors typically have of Canada is an outdoor,
nature viewing trip that lacks the urban side of the equation. Their trip concept is
not properly balanced. The vastness of Canada is also intimidating.
As they expressed:
Š
“Tell us what there is to do”
Š
“When we think of Australia we think of great diversity of
things to do. But, we don’t know about Canada”
Š
“What do you do in-between the cities? How far apart are
they”?
Š
“Canada is so vast, I didn’t know where to start” (putting a
doable vacation concept together)
Š
“If you have kids, that’s death” (vastness)
Š
“What’s missing is excitement, art, culture, places of
interest”
Š
“East competes with West – how do I make a choice”?
While nature is a core appeal, Brits also find it intimidating. For example, most
have never been in or ever seen a kayak up close. Also, there is an awareness of
bears in Canada which automatically implies that one must be careful in nature.
Page 23
Key Findings
Clearly, to provide a more balanced vacation concept, Canada needs to market
its nature in combination with urban amenities, both of which can be
experienced in the same area, almost on the same day.
In other words, an opportunity to experience unique, grand nature but at the
same time retreat to a comfortable environment with good food, quality
accommodations and relaxed socializing with friends. On other days travellers
can experience unique Canadian culture activities.
One of the higher order benefits of a visit to Canada is to feel the balance
between the civility of Canadian cities in such close proximity and in harmony
with an authentic, untouched (in European terms) natural environment.
Page 24
Key Findings
Canada’s Image vs. Competitors
The Correspondence Analysis on the next page correlates destination imagery
ratings on two computer driven axes:
Culture
Exotic
Discoveries
New World
Adventure
Nature
Each of the attributes is plotted on the map with the positioning of each
destination. The map, through multivariate analysis, illustrates the relative
position of each destination and each attribute, based on their ratings on each.
In other words, the more a particular destination is uniquely associated with an
attribute the closer it is charted to it.
Brand Positioning
Australia
Alone in the Southeast Quadrant, Australia aligns with relaxation, healthy
lifestyle, with an element of exoticism from aboriginal culture.
U.S.A
This country dominates the Northwest sector and is strongly associated with
modern, urban culture, luxury and a wide variety of activities.
S.E. Asia
In the Northeast quadrant, SE Asia is associated with sun, beaches and different
cuisines.
Canada
Clearly entrenched in the Southwest sector, Canada aligns with the outdoors—
active, spacious, clean, as well as a very safe environment.
Its positioning well away from cultural activities and an exciting environment
reinforces the weaknesses of the country’s image discussed earlier. The strength
of its nature is critical because of its importance to UK travellers, but the product
concept is not balanced appropriately.
Page 25
Key Findings
Key Findings Exhibit 4: Brand Attribute Map
Perceptual Brand/Attribute Map
Culture
Different cuisines
Theatres, clubs or shows
USA
Luxury
Modern culture
Museums/galleries
See much as possible
Local supermarket
Skiing/snowboarding
Wide selection activities
Group tour
Exciting environment
What I learned in school
SE Asia
How locals live
Travel stories
Meet locals
Friends love to see
Family together
Getting away/escape
Home of resident
Sunbathing/beach
Canada
Roughing it
Secure/safe
Healthy lifestyle
Relaxing
Active outdoor sports
Clean, healthy
Modern + Nature
Surrounded by nature
Seeing wildlife
Unspoiled nature
Spacious outdoors
Australia
Aboriginal culture
Nature
Page 26
Exotic
Discoveries
New World
Adventures
Unique accomodation
Historical attractions
Key Findings
Canada’s Strengths & Weaknesses
Canada’s image clearly illustrates how it is well ahead of competitors in providing
a natural environment, but dramatically lags in offering other benefits many
consider vacation essentials.
Key Findings Exhibit 5: Canada’s Strengths and Weaknesses vs. Competitors
Canada’s
Strengths
•
•
•
•
•
Vs. U.S.
Surrounded by beautiful,
unspoiled nature
Experiencing unspoiled
nature
Being in a clean, healthy
environment
Seeing wildlife in nature
Attracts more historical
sightseeing and experiencing
communities
•
•
Vs. Australia
Enjoying Alpine
(downhill) skiing or
snowboarding
Rivers, waterfalls,
autumn leaves, and
glaciers
•
•
•
•
•
•
•
Canada’s
Weaknesses
•
•
•
•
•
Summary
•
•
•
Attending theatre, clubs,
shows
Sunbathing/beach activities
Experiencing a modern
culture
Staying at luxury
surroundings
Visiting museums or art
galleries
•
Canada is way ahead in
terms of a natural
experience
Also, Canadian history and
way of life is more appealing
But the U.S. provides more
entertainment and luxury
city stays
•
•
•
•
•
•
Experiencing
aboriginal culture
Sunbathing or other
beach activities
Roughing it
Wine/cultural tours
Observing wildlife
Visiting hot springs
•
Except on a very
few dimensions
Canada’s image is
very similar to
Australia’s. Canada
is ahead on skiing,
Australia on
aboriginal
attractions, beach
and roughing it
•
•
•
•
Vs. South East Asia
Being in a clean, healthy
environment
Participating in active
outdoor sports
Experiencing a wide, spacious
outdoor environment
Feeling secure and safe
Enjoying the convenience of
the modern world while
experiencing nature
Surrounded by beautiful,
unspoiled nature
Seeing wildlife in nature
Opportunity to try different
cuisines
Sunbathing or other beach
activities
Experiencing local life in one
area
Canada is far ahead in
experiencing a natural
environment.
S.E. Asia offers sun and
exotic cuisine.
Page 27
Key Findings
The Buy Cycle Model
a)
•
How it Works
The Buy Cycle Model was developed by Insignia during three separate
tourism studies in China, Taiwan and South Korea examining in a real life
environment the step by step planning process. The Buy Cycle was then
subsequently evaluated in 18 focus groups in Europe--the U.K., France
and Germany. Those discussions further validated that this is the way
people think. Finally, Insignia built a quantitative question into the 3
studies to measure where people are on the Buy Cycle path and where
the barriers are. The findings confirm the focus group learning and direct
us toward the importance of helping prospects build their own "movie".
Page 28
Key Findings
The Buy Cycle Model
a)
•
How it Works
The model is described below:
Key Findings Exhibit 6: Buy Cycle Model – how it works
Step1—AWARE:
You first hear about the destination—often in school.
Step 2—ON DREAM LIST:
It becomes a destination that you dream about going
to some day in the future, not necessarily in the
immediate future.
Step 3—ON SERIOU.S.LY
CONSIDERING LIST:
Seriously considering in next 2 years.
Step 4—CREATING A
“VACATION MOVIE”:
Started to gather information about Canada from
various sources – friends, the internet, articles,
brochures. This is where you really start your serious
investigation. Trying to get an idea of specifically what
you would be doing during the day, in the evening,
whether there will be enough to do, reassuring yourself
that this will be a truly memorable experience. In short,
creating a movie in your head.
Step 5—DETAILED
ITINERARY PLANNING:
Currently planning the details of my itinerary to Canada.
Step 6—FINALIZING
FLIGHT/LAND
ARRANGEMENTS:
•
Step 7—PURCHASE:
In the process of working out the details of flight and
land arrangements to Canada.
The prospect has already booked.
Page 29
Key Findings
The Buy Cycle Model
b)
Bottlenecks and Barriers – Canada
•
The chart below illustrates how far the long-haul travel market in the U.K.
has advanced along the Buy Cycle path for a trip to Canada.
Key Findings Exhibit 7: Buy Cycle Model – Bottlenecks and Barriers - Canada
Step1—AWARE:
100%
Undoubtedly, virtually all will have heard of Canada.
Step 2—ON DREAM LIST:
96%
Virtually all British dream about visiting Canada some
day.
Step 3—ON SERIOU.S.LY
CONSIDERING LIST:
44%
Step 4—CREATING A
“VACATION MOVIE”:
16%
Step 5—DETAILED
ITINERARY PLANNING:
4%
Step 6—FINALIZING
FLIGHT/LAND
ARRANGEMENTS:
1%
Step 7—PURCHASE:
1%
Still a very large prospect base – over 4 in 10 claiming
to be seriously considering Canada in the next 2 years.
Here is the major bottleneck. Only 16% have
advanced to the stage of researching a Canadian trip –
creating their personal vacation “movie”. As many as
28% are “stuck” at the serious consider stage.
These prospects have now moved to the detailed
itinerary stage.
Í These will likely follow through.
These
will likely follow through
A small percentage in comparison to the potential at
stages 2 and 3.
Page 30
Key Findings
The Buy Cycle Model
c)
Projected Market Size
•
There are 27.5 million potential long-haul travellers in the U.K. out of a
population of 47,634,000 age 18 and over.
Key Findings Exhibit 8: Buy Cycle Model – Projected Market Size
Step1—AWARE:
27,485,000
Assumes all have heard of Canada.
Step 2—ON DREAM LIST:
26,304,000
Almost all British long-haul travellers dream
about visiting Canada.
Step 3—ON SERIOU.S.LY
CONSIDERING LIST:
12,109,000
As many as 12.1 million are at the seriously
consider stage for the next 2 years.
Step 4—CREATING A
“VACATION MOVIE”:
4,421,000
A full 7.7 million have not advanced to Stage 4
– a huge blockage.
Step 5—DETAILED
ITINERARY PLANNING:
1,002,000
These individuals have advanced and will likely
follow through.
Step 6—FINALIZING
FLIGHT/LAND
ARRANGEMENTS:
Step 7—PURCHASE:
357,000
206,000
These individuals will likely follow through.
Booked at time of survey.
Page 31
Key Findings
The Buy Cycle Model
Implications
The Partners need to focus more on Stage 4 – helping serious prospects create
their personal Canadian vacation movie, rather than building initial awareness,
(Stage 1), getting Canada on the Dream List (Stage 2) or even on the Serious
Consider List (Stage 3).
Access to Detail
To create a “movie”, prospects need access to detail – especially itinerary ideas.
•
Given the importance of the internet they must be strongly encouraged to
visit the most appropriate Canadian websites.
•
Once on these sites they need help in creating itinerary ideas.
•
Then, to elaborate on key attractions and locations on route, short video
clips can work very effectively, as well as any other descriptive material
that will aid the prospect in visualizing him/herself in the scene having a
wonderful time.
•
Blogs from past visitors are also welcome, as long as they are trustworthy
as legitimate experiences by real travellers.
Viral Marketing
•
Friends, especially previous visitors or residents are so highly influential
that the Partners need to seriously explore viral marketing ideas.
•
Ways must be developed to encourage friends or past visitors to “spread
the word”.
Itinerary Ideas
•
One of the reasons agent/operator brochures are popular sources of
“movie” planning is because they provide itinerary ideas and help the
prospects get their heads around their personal vacation concept.
Consequently, advertising can focus on promising “brilliant” itinerary ideas
on the Partners’ websites.
Page 32
Key Findings
The Buy Cycle Model
Fighting Procrastination
•
Facilitating personal “movie” creation helps the prospective visitor to
stimulate themselves and drive them toward moving on their dream.
•
However, industry advertising for low cost flights also helps to
communicate viability (“Canada seems so much closer when the fare is so
low”), as do ads featuring time specific special events.
•
Procrastination is Canada’s worst enemy. Helping prospective visitors
generate their own excitement is the best route to stimulating near term
travel.
Page 33
Key Findings
Assisted by grassroots learning from the preliminary focus groups, a multidimensional rating question was created for the quantitative survey.
Five segments emerged.
Resort-Style (23%)
This segment is family vacation oriented and wanting a wide selection of
activities, particularly sun and beach.
Culture Seekers (22%)
Observing the country’s unique culture is a dominant interest here—especially
museums, galleries, historical sites, entertainment and nightlife and local cuisine.
Relaxation (21%)
Rest and Relaxation is the common bond here.
Nature Viewing (21%)
Being in a clean, healthy and spacious environment, surrounded by beautiful
nature and observing wildlife, but all within reach from an urban environment
appeals to this group
Nature Participation (13%)
This group is not satisfied with visual stimuli. They want to get involved. Soft
adventure prevails.
Canada’s Prime Targets
1. Nature Viewing (21%)
2. Nature Participation (13%)
3. Culture Seekers (22%)
Page 34
Key Findings
The ideal Canadian vacation and each prime target’s profile are described below:
Key Findings Exhibit 9: Ideal Canadian Vacation – by Target Segment
Ideal Canadian
Vacation
Target Segment
Nature Viewing
Nature
Participation
Culture Seekers
Season of travel
• April to September
• April to September
• April to September
Multi-country visit
• Only 44% would
include U.S.
• Only 46% would
include U.S.
• Only 48% would
include U.S.
Duration in Canada
• 2 weeks
• 2 weeks
• 2 weeks
Fully Independent
Travel (FIT)
• Majority 85% –
package: 29%, nonpackage: 56%
• Majority 86% –
package: 28%, non
package: 58%
• Majority 83% –
package: 27%, non
package: 56%
Preferred regions
• B.C., Ontario—
Quebec, Alberta and
Atlantic also appealing
• B.C., Ontario—
Quebec, Alberta,
Nova Scotia,
Newfoundland/
Labrador and
Territories also
appealing
• B.C.,Ontario, and
Quebec
Preferred
accommodation
• Resorts close to
nature(mountain,
lakeside),as well as
authentic cabins or
lodges.
• Resorts (mountain, • City hotels and
lakeside), city
resorts (mountain,
hotels relatively low
lakeside).
on their preferred
list.
Page 35
Key Findings
Ideal Canadian
Vacation
Target Segment
Nature Viewing
Preferred activities
• They want a wide
and varied nature
viewing
experience.
• Viewing rivers or
waterfalls.
• Viewing mountains
• Viewing wilderness
and observing
wildlife.
Nature Participation
Culture Seekers
• As a younger group, these • They want to see
individuals share particular
the Canadian
interest in outdoor activity.
culture — taking
city tours, seeing
• Trail riding,
old architecture,
canoeing/kayaking,
museum and art
cycling, dog sledding,
galleries as well
snowmobiling, heli/cat
as getting to
skiing as well as traditional
know local
skiing and snowboarding.
inhabitants.
Segment Profile
Gender
Male
50
58
45
Female
50
42
55
18 to 29
11
35
13
30 to 39
16
22
20
40 to 49
22
18
18
50+
51
25
49
Age
Page 36
Key Findings
Influential Media
For the British, friends and relatives are the primary source of inspiration to visit
Canada (for 49% of recent visitors).
The internet used more for a planning and booking tool, is the prime source of
inspiration for only 5%.
Given the strong heritage connection with Canada (58% have friends and/or
relatives living there) and the sociability of British travellers, the word of mouth
influence is not surprising.
What it does is remind marketers of the importance of developing viral marketing
programmes.
Also, it points to the opportunity to build in the “voice” of a local friend or
relative into advertising – for example:
“Come on over. You won’t believe this place”
In the case of Australia, an even higher 64% of recent trips were inspired by
friends and/or relatives. It is not surprising then that Australia adopted the
theme in its recent advertising: “Where the Bloody Hell Are You”.
In addition to communicating friendliness and hospitality (so important to British
travellers and believable for Australians), it also mimics what a friend or relative
living there might say.
Trip Planning
The British plan their Canadian trips 8 months in advance and book them 5
months in advance of travel.
Only 44% book through a travel agent. Most trips to Canada are booked direct –
to an airline (47%) and/or a hotel (23%)
Regardless of the ultimate retailer, as many as 63% of bookings to Canada are
now made online.
Page 37
Key Findings
The Travel Trade
Š The key piece of learning from the UK travel trade interviews is that,
according to agents, virtually all prospective visitors to Canada that contact
them have already made up their mind to visit Canada prior to engaging
them.
Š In other words, while the agent may be influential in choosing the specific
itinerary within Canada, they are not driving the decision to choose Canada.
Š The internet is the new powerful influencer in this behavioural shift.
Consumers are now empowered with a source of knowledge that they never
had before.
Š The implication for the Partners is that the travel trade becomes less
important as a route to driving travel to Canada. The focus must now shift
even more to promoting Canada direct to the consumer—especially via the
net.
Š On the product side. Agents strongly agree that there is not enough new
product on the market for Canada, yet there are endless opportunities to
expand the product offering— the countless interesting and unique
experiences beyond the well known attractions (e.g. The Rockies, The Rocky
Mountaineer train, Niagara Falls, Vancouver, Toronto, etc).
Š These include unique nature based attractions as well as urban focused.
Š Receptives confirm that clients are looking for more experiential product
today.
Š However, one of the major barriers to broadening the product offering lies
with the operators who are reluctant to experiment with new packages unless
there is proven demand in advance.
Š Traditionally, with product distribution, the consumer purchased what the
travel agent offered which, in most cases, was what the tour operators put
together in their brochures.
Š The narrowness of their offering restricts consumer appeal because many of
the most exciting vacation ideas never make it to market. Receptives confirm
that they have plenty of ideas, but there is real resistant by operators to pick
up those product ideas.
Page 38
Key Findings
The Travel Trade
1. The trend now is toward the consumer going directly to the internet
(among other sources like past visitors) for ideas, less reliant on tour
operator offerings.
2. This reinforces how important it is for the Partners to develop their
websites and ensure that the right kind of product is available on the
internet.
Page 39
Key Findings
Canada’s Current Visitor
The profile of Canada’s current visitors from U.K. is outline below.
Key Findings Exhibit 10: Canada’s Current Visitor’s Profile
Multi-country visits
•
70% Canada only. In combo with U.S.-30%
Trip Duration (average)
•
Average nights on trip: 18, average in
Canada:13
Season
•
May to September
Party Composition
•
With spouse (62%), alone (16%), with
children (only 17%)
•
Average party size: 3.1 persons
FIT
•
Mostly FIT (87%)
Top Five Activities in Canada
•
Viewing rivers or waterfalls
•
Visiting places of historical interest
•
Visiting small towns
•
Viewing mountains
•
Taking city tours
•
VFR
•
Enjoying natural scenery, local culture
•
Home of friend or relative (only 33% in spite
of 58% having close contacts in Canada)
•
City hotels (broad price range)
•
£ 3,300 per trip
•
London, Southeast and Scotland key markets
•
43% under 40, 41% 50+
•
58% close friends/relatives in Canada
Purpose of Trip
Accommodation
Expenditure (average)
Profile
Page 40
Key Findings
U.K. Travel Market Trends to Canada —1997 to 2007
The following are key trends that have developed in the UK market for Canada
over the past ten years.
1.
Potential Long-haul market Grows Dramatically
• From 13.5 million potential long-haul travellers in 1997 to 27.5 million
in 2007.
• More Brits are both interested in and have taken long-haul trips.
2.
Canada Maturing as a Pleasure Destination beyond VFR
• In 1997, 47% travelled to Canada mainly to visit friends or relatives.
This has now dropped to 32%.
• Staying with friends/relatives has declined from 61% to 33%.
• In 1997, 74% of visitors had close friends or relatives in Canada.
Now, it is still high but down to 58%.
3.
British Travellers Are Younger
• The average age in 1997 was 51 years old, now down to 44 years old,
for Canadian visitors.
4.
Western Canada Growing in Appeal
• B.C. and Alberta now attract 44% and 31% of U.K. visits, respectively,
up from 29% and 22% in 1997.
5.
Travel Agents Losing their Influence
• In 1997, 73% stated that travel agents were influential in their
choosing Canada.
• In 2007, only 4% said that travel agents had any role in their visiting
Canada.
6.
Internet Now Dominating Booking Process
• In 1997, the Internet was in its infancy. In 2007, as many as 63% of
trips to Canada were booked on-line—42% direct with an airline.
Page 41
SWOT Analysis
Page 42
SWOT Analysis
Strengths
•
The U.K. economy remains healthy.
•
The outbound travel market has been growing annually since 2002.
•
Canadian arrivals are showing signs of recovery (January to September,
2007 at +4.4%).
•
Canada ranks as high as third as a dream destination.
•
Canada is part of the Commonwealth.
•
The majority of Canadians speak English.
•
As many as 58% of all British long-haul travellers have close friends or
relatives in Canada.
•
Canada’s nature is highly appealing.
•
A clean, healthy environment.
•
Opportunity to see wildlife in nature.
•
The Eastern Canada is a relatively short flight.
•
The British are prepared to focus on one region, not trying to see the
whole country on one trip (as do many Asians).
•
Canada has a wide choice of historical and cultural attractions that would
interest U.K. travellers (if they were aware of them).
•
Excellent skiing and other soft adventure.
•
The opportunity to personally connect with nature.
•
Canada has a high value for money rating.
•
The Rocky Mountaineer train (very popular).
•
Solid interest in both Western Canada and Eastern Canada.
Page 43
SWOT Analysis
Strengths
•
Canada is considered welcoming and friendly to U.K. travellers.
•
In the same geographical area, being able to experience the conveniences
of the modern world while experiencing nature.
•
Canada is a very popular long-haul destination.
•
Nine out of ten recent travellers to Canada would recommend it to others.
•
Canada has an excellent environmentally responsible rating, although it is
not a destination motivator.
Weaknesses
•
Canada is so vast it can intimidate those without a clear view of a future
itinerary.
•
Canada is cold in winter.
•
Many believe there is an absence of cultural attractions.
•
Prospects do not have a clear vision of a balanced Canadian vacation
(nature plus culture and urban).
•
Distance is often perceived as greater than reality.
•
Existing brochures focuses too much on scenery and not enough people,
culture, socializing and a sense of fun.
•
The U.S. provides a much greater array of cultural activities and
excitement – shopping, night life and entertainment.
•
Existing packages are too narrow and limited to traditional product.
•
Nature can be intimidating (especially the fear of encountering bears).
•
Enormous latent demand (12.1 million British are seriously considering a
Canadian trip in the next 2 years. Only 1.0 million have advanced to the
itinerary planning stage). The CTC’s current budget may be too low to
effectively stimulate this demand.
Page 44
SWOT Analysis
Opportunities
•
Positioning Canada as a broader experience than just nature – including
urban activities, cultural experiences.
•
Building on warm, hospitable, friendly people image.
•
Leverage the friends and relatives connection.
•
Provide FIT travellers with add-on itinerary ideas.
•
Sell Toronto as alternative to NYC for pre-Christmas shopping.
•
Promoting Canada as a family destination – educational nature based
experiences, ranch/farm stays, etc.
•
The Partners need to work more closely together to create synergy
(trade).
•
Focus on the unique attractions in Atlantic Canada and how close it is.
•
Assist the 12.1 million British seriously considering Canada in the next 2
years to create their own vacation “movie” and advance through the Buy
Cycle.
•
Improvements to the official websites to assist vacation planning.
•
Ensure high placement of CTC/partner sites on the dominant word search
engines.
•
More itinerary ideas for the dominant FIT traveller.
•
The prospective British visitors typically want to focus on specific regions
of Canada, so provide regional itineraries.
•
Provide films for television travel shows, an influential medium.
•
Providing more trip modules (i.e. add-on vacations) which are growing in
popularity among FIT travellers.
Threats
•
The strengthening of the Pound against the American dollar may
encourage greater British travel to that country.
•
As the travel trade becomes less influential in the decision to travel to
Canada (due largely to the internet’s influence), the ROI of CTC funds
directed to the trade may diminish.
Page 45
The Way Forward: Considerations
Page 46
The Way Forward: Considerations
There are 8 key areas that the Partners should focus on to accelerate market
growth within the UK.
1.
Reposition The Canadian Brand to Broaden Appeal
2.
Positioning Pitfalls To Avoid
3.
Break The Buy Cycle Bottleneck
4.
Enhance User Friendly Websites
5.
Campaign Needed To Drive Prospects to the Websites
6.
Influential Media
7.
Trade Support
8.
New Product Must Be Brought To Market
Page 47
The Way Forward: Considerations
1. Reposition The Canadian Brand To Broaden Appeal
The Appeal of Canada
Three underlying reasons why travel from the U.K. Market to Canada is well
developed:
Š Predominantly English speaking
Š Reasonable close (vis-à-vis Australia, New Zealand)
Š One in four long-haul travellers (7.8 million to be precise) have close
friends and relatives in Canada.
Primary physical attraction
Š Canada’s natural beauty (Rockies, Niagara Falls)
Secondary attractions
Š Experiencing unique Canadian culture
Š Meeting friendly, hospitable people
Š Experiencing Canadian cities
Barriers to Canada
Canada’s image is too nature focused.
The British are intimidated by extreme nature, remoteness and vastness.
Š Most have never been in or ever seen a kayak up close.
Š There is an awareness of bears in Canada which automatically implies that
one must be careful in nature.
They want a vacation that balances nature experiences with urban comforts.
The current limited vision of a Canadian vacation is an outdoor nature viewing
trip that lacks the urban side of the equation.
Page 48
The Way Forward: Considerations
Their trip concept is not properly balanced.
Š “Tell us what there is to do”
Š “When we think of Australia we think of great diversity of things
to do. But, we don’t know about Canada”
Š “What do you do in-between the cities? How far apart are they”?
Š “Canada is so vast, I didn’t know where to start” (i.e. putting a
doable vacation concept together)
Š “What’s missing is excitement, art, culture, places of interest”
Š “East competes with West – how do I make a choice”?
The Ideal Positioning
Canada needs to be positioned as:
Š An opportunity to experience unique, authentic nature, while easily
retreating to a comfortable environment with good food, quality
accommodations, relaxation and socializing with friends.
It is the juxtaposition of cities and nature, the fact that they are side by side and
that one can easily slide from one environment into the other, that is the true
unique appeal of Canada.
Š “After seeing the lakes, I can go and relax in a pub with my
friends”
The abundance of unique cultural attractions, either in urban or rural
environments round out the ideal concept.
Page 49
The Way Forward: Considerations
2. Positioning Pitfalls to Avoid
Do’s
Š Demonstrate vibrant cities on
the edge of nature
Don’ts
Š Overly emphasize Canadian
cities
Š Visitors can enjoy both outdoor
experiences and urban comforts
virtually on the same day
Š Too much like 1,000’s of
other cities around the
world
Š Feature unique nature
experiences on one hand (e.g.,
icons, plus snowmobiling, dog
sledding, openness, vistas, etc.)
Š For the French and
Germans treat them as
gateways. Both want to
get away from cities
Š Feature unique cultural
experiences (e.g., aboriginal,
Canadian urban culture, meeting
locals, log cabins, B&B’s, etc.)
Š Re-enforce the availability of
comfort (e.g., good food,
accommodation, socializing,
etc.)
Š Show too much remote
wilderness
Š Europeans are
intimidated by
remoteness, bears – too
scary.
Š Use images that would be
considered cliché—not unique to
Canada
3. Break The Buy Cycle Barrier
a)
The Buy Cycle model
Š Insignia’s Buy Cycle Model has now been validated by Insignia in 6
countries:
Š China
Š South Korea
Š Taiwan
Š UK
Š France
Š Germany
Š In all markets travellers can relate to the path to purchase process.
Š Buy Cycle a 7-step model.
Page 50
The Way Forward: Considerations
Buy Cycle Model
Key Findings Exhibit 11: Buy Cycle Model – European Markets
European Markets
Step1—AWARE:
100%
Step 2—ON DREAM LIST:
93%
Step 3—ON SERIOUSLY
CONSIDERING LIST:
43%
Step 4—CREATING A
“VACATION MOVIE”:
16%
Step 5—DETAILED
ITINERARY PLANNING:
• Millions of prospective visitors are
blocked here:
U.K. - 7.7 million
France - 6.7 million
Germany – 6.8 million
• The Partners should focus on
releasing the bottleneck at this stage
4%
Step 6—FINALIZING
FLIGHT/LAND
ARRANGEMENTS:
1%
Step 7—PURCHASE:
1%
Page 51
The Way Forward: Considerations
What Are The Components of The Ideal Movie?
1. A route or itinerary
2. A sense of time, distance
3. The promise of memorable moments/activities
4. Reassurance of fun and good times
5. Reassurance of comforts (accommodation, good food)
6. Approximate budget requirements
Where Do Travellers Go To Build That Movie?
1. Friends (past visitors or destination residents)
Š What better way to get a trusted recommendation on where to go and
must sees.
2. Internet
Š Clearly the growth influencer
Š Word search engines most popular
Š Official government sites imply objectivity
3. Existing Packages
Š A great place to get itinerary ideas without any obligation to purchase
4. Travel Agents
Š Their advice is less important now because the internet has provided
so much knowledge.
Page 52
The Way Forward: Considerations
4. Enhance User Friendly Websites
The Partners Should Enhance User Friendly Websites
Most official sites appear built for the North American market.
They assume travellers are basically familiar with distances and travel times.
Yet, for Europeans, visitors express lack of awareness of place names, or
distances involved.
They need:
Š Maps
Š Itinerary suggestions
Š Routes with trip times by various forms of transportation
Š “Must-sees” along the way
Š Pictures, video tours, etc., of highlights along the way
Website Report Card
The Insignia team evaluated the 26 key sites provided by provincial/territory
partners for the online Forum sessions
Only 1 in 26 scored Excellent or Acceptable on all 5 criteria
(www.earthrhythms.ca)
Criteria
Excellent
Acceptable
Poor
N/A
1. Ease of finding visuals
9
6
6
5
2. Ease of finding suggested
itineraries
8
7
3
8
3. Ease of finding route maps
8
8
5
5
4. Ease of trip planning
8
7
6
5
5. Ease of linking to online
community (including RSS feeds)
4
1
--
21
Page 53
The Way Forward: Considerations
5. Campaign Needed To Drive Prospects to the Websites
Internet used primarily as a planning tool, not as a source of inspiration.
Hence, the Partners should continue with its advertising/promotional campaign
to drive highly serious prospects to their website(s).
The campaign should inform prospects that they can find everything they need
on the websites to plan their dream vacation.
With millions of European travellers at the Seriously Considering stage, there
undoubtedly would be a payback from this type of campaign.
Clearly, necessary website content should be in place first to assist their
planning.
6. Influential Media
Friends or relatives who have been to Canada recently (or who live in Canada)
are the most powerful motivators for a trip to Canada. Consequently, viral (i.e.
word of mouth) marketing is a direction worth exploring.
Blogs, forums and word of mouth promotional techniques are becoming more
common place today and are natural channels for the tourism industry.
Non-commercial media (e.g. television travel shows and public relations) are also
highly influential.
These avenues should be explored fully before considering a costly traditional
advertising campaign.
Page 54
The Way Forward: Considerations
7. Trade Support
Fact
With internet booking soaring, agents see their future survival depending on
three directions:
1. Specializing in specific destinations/products (i.e. cruise specialists, Canada
specialists, aboriginal tourism specialists, etc)
2. Winning back customers who have bad experiences booking direct, or
3. Developing their own website to attract internet bookers
Implications
Clearly, the Canada specialist programme benefits the first solution above. It is
well regarded in the industry and should be continued.
With agents who are running advertising campaigns for Canada and with
websites capable of promoting Canada, there is a definite role for the CTC in coop promotional efforts to help stimulate demand.
Fact
Although trending down, travel agents are still booking a significant share of
trips:
Š U.K.—44% in 2007
Š Germany—59%, down from 89% in 2001
Š France—53%, down from 73% in 1999
Implications
With ground details, the trade still remains highly influential in directing
prospects within the country to specific regions and to specific products/
experiences within a region.
Š Consequently, it will be important for partners in particular to continue a
significant level of trade activity.
Page 55
The Way Forward: Considerations
Fact
In 1997, 73% of U.K. travellers said that travel agents were influential in
choosing Canada.
Š Today, only 7% in the U.K. say that travel agents have any role in their
choice of Canada.
Š In Germany, the comparable figure is 7%, in France 16%.
Š The travel trade interviews confirm these data.
Implications
This raises the question about the agent’s ultimate influence in selling Canada.
Š It may be time for the CTC to evaluate how much of its resources should
be directed toward the trade, since they are no longer primary sellers of
Canada
Š Funds could potentially be made available for a more robust consumer
campaign.
8. New Product Must Be Brought to Market
Tour operators are reluctant to experiment with new product until demand is
proven
Š Consequently, agents have only the same old product to sell.
Tour operators need to be convinced that demand exists for new product and
how important it is to expand their product line.
Although packages still constitute a significant share of trips (38% for the U.K.,
36% for German and 49% for French trips to Canada), the market will continue
to swing more toward non-packaged FIT and, consequently, by pass the
operator.
Š This should be motivating enough to develop product for today’s market
Page 56
The Way Forward: Considerations
A type of product of particular interest to FIT travellers is a 2 or 3 day add on
excursion to their core vacation.
Š In other words, for the FIT visitor to Toronto and Niagara Falls, a 2 day
side trip to the Prince Edward County wine region or hiking near Georgian
Bay, for example.
Š For the FIT visitor to Vancouver, a side trip to Tofino, the Gulf Islands,
Whistler, or the Okanagan, for instance.
Websites need to package experience rich, add on excursions for overseas
visitors.
Top Five Priorities
1. Encourage the industry to redesign their websites to make it easy for
prospective visitors to create their own “movie”
2. Continue campaigns to drive prospects to the websites promising them that
they can easily create their own dream vacation to Canada
3. Ensure that the core CTC campaign is customized enough to reflect unique
market needs
4. Ask the agency for suggestions for a viral marketing programme building on
the powerful VFR linkage with Canada
5. Consider co-op campaigns with travel agencies who have promotional
programmes beyond their own offices
Page 57
Findings in Detail
Page 58
Travel Trends
Page 59
Section 1:
U.K. Economic Outlook
Page 60
1.1
Economic Overview
GDP:
1,301,914 million pounds ($2.1 trillion PPP)
Inflation:
2.3%
Exchange:
1 pound = 2.18 Canadian Dollars (avg. to Nov. ‘07)
Population:
60,622,964
Unemployment:
5.3%
Leave Entitlement:
23 days
2008 Issues:
Domestic pricing concerns and lending issues point towards
economic slowdown. The pound is weakening slightly and a high
degree of uncertainty about the housing market and other
economic issues is reducing consumer confidence. Use of
disposable income on luxuries (such as travel) is likely to decrease
in 2008, in response to the uncertainty, but as the situation
becomes clearer towards the end of next year will most likely
resume as the UK has a strong economic base and no long term
difficulties in economic structure.
Overall:
Strong, but with uncertainty ahead
Currently, the UK has one of the highest economic growth rate of the G7
countries (average 2.6% between 2002 and 2006 vs. France 1.7% and Germany
0.9%). With an efficient economy backed by a strong manufacturing segment
and a currency that, despite recent devaluation, still trades strongly, the UK
economy has a solid base.
This is reflected on the individual level, with Cdn$49,196 as the preliminary
average disposable income among the workforce in 2007. This figure represents
money for luxury items as well as what can be contributed to savings.
However, 2008 will be a period marked by a high degree of uncertainty in the UK
market. An economic slowdown linked to lowering interest rates and the
softening of the housing market is negatively impacting consumer confidence.
With no clear forecasts in terms of the housing market’s performance, consumer
confidence is expected to remain low until events of 2008 settle the matter.
Given that, GDP growth is expected to be lower than in previous years. There
are no expectations of increased inflation or unemployment. The UK economy
should remain strong during the slowdown and ready to pick back up as
consumer confidence increases and growth stabilizes.
Page 61
1.2
Population and Demographics
The UK is the third most populous country in the European Union (behind
Germany and France). Recent population growth has been driven largely by
immigration; however increased life expectancy and a rising birthrate have also
played a significant part.
While the current fertility rate of 1.86 is below replacement level, it is up from
the low of 1.63 in 2001. This is largely attributed to immigrant mothers and
expected to continue. As a result, the aging of the population seen in most
western countries is not as pronounced in the UK.
Exhibit Section 1-1: UK Population by Age - 2000 to 2006
Under 5
5 to 9
10 to 14
15 to 19
20 to 24
25 to 29
30 to 34
35 to 39
40 to 44
45 to 49
50 to 54
55 to 59
60 to 64
65+
Total
2000
2001
2002
2003
2004
2005
2006
3,546,277
3,482,415
3,423,407
3,392,736
3,400,748
3,439,350
3,507,009
3,799,548
3,740,495
3,690,751
3,648,287
3,606,725
3,554,000
3,481,776
3,853,786
3,885,033
3,901,148
3,889,875
3,862,598
3,813,900
3,748,735
3,642,198
3,687,328
3,763,662
3,855,987
3,931,147
3,983,300
4,014,223
3,515,089
3,578,581
3,646,554
3,734,526
3,831,276
3,932,850
4,063,044
4,044,992
3,911,342
3,773,226
3,692,605
3,693,002
3,760,050
3,875,133
4,595,433
4,551,490
4,490,837
4,398,487
4,280,110
4,152,500
4,028,979
4,594,310
4,661,099
4,698,768
4,704,413
4,682,032
4,644,050
4,587,546
4,074,923
4,182,065
4,290,601
4,394,550
4,497,299
4,587,150
4,650,583
3,745,401
3,762,128
3,807,894
3,868,653
3,943,744
4,037,400
4,148,565
4,010,904
3,980,281
3,868,985
3,756,129
3,695,750
3,673,650
3,690,609
3,262,712
3,423,326
3,629,311
3,785,092
3,863,095
3,893,850
3,856,370
2,890,487
9,316,459
2,889,663
9,373,444
2,901,600
9,440,918
2,945,803
9,501,636
3,019,460
9,572,732
3,116,550
9,637,800
3,273,791
9,696,654
58,892,514
59,108,687
59,327,658
59,568,776
59,879,864
60,226,500
60,622,964
Source: EuroStat
Page 62
1.3
Exchange Rates
The pound exchanges favourably, particularly with key long-haul destinations for
the UK (particularly English speaking destinations). While there has been some
weakening of the pound against the Canadian dollar, the exchange rate is still
favourable.
In addition, the purchase power of the pound at home is relatively low. Items
often cost the same number of pounds in Britain as they would in dollars in
Canada. Thus, when going abroad to destinations such as Canada, a pound
stretches almost twice as far.
Exhibit Section 1-2: Pound Exchange Rates 2000 to 2006
Currency
U.S. Dollar
CAD Dollar
AUD Dollar
2000
1.52
2.25
2.61
2001
1.44
2.23
2.79
2002
1.50
2.36
2.77
2003
1.64
2.29
2.52
2004
1.83
2.38
2.49
2005
1.82
2.21
2.39
2006
1.84
2.09
2.45
Source: FXHistory, from Interbank Rates
Page 63
1.4
Economic Trends
As mentioned earlier, the UK economy has had a solid growth rate built on a
strong manufacturing section contributing to the economy. While GDP and
Disposable Income continue to increase at good rates and unemployment
remains relatively steady, inflation has been increasing. A mix of consumer price
inflation and uncertainty about the housing market has not yet made its mark on
the UK economy, though the forecasts are not overly negative.
The UK does not face any major difficulties in terms of overall structure of the
economy, labour market, or financial sector. It is tied to the economic health of
the rest of the EU even though it has not adopted the Euro. As a result, the
general slowdown predicted for the EU will impact the UK as well. However, in
the past the UK has shown growth over the EU average and otherwise
demonstrated a vigorous economy.
Exhibit Section 1-3: UK Economic Indicators Trends
Indicator
2000
2001
2002
2003
2004
GDP Growth
3.8
2.4
2.1
2.8
3.3
(% over last
year)
Gross National
Disposable
Income per
39,180
40,359
42,274
40,506
43,452
person
(Converted to
CAD$)
.8
1.2
1.3
1.4
1.3
Inflation
5.3
5.0
5.1
4.9
4.7
Unemployment
2005
2006
2007(p)
1.8
2.9
3.1
44,630
46,692
49,196
2.1
2.3
-
4.8
5.3
-
Source: National Statistics Online, EuroStat (project)
Page 64
Section 2:
Outbound Travel Trends
Page 65
2.1
Size of Potential Market
The U.K. potential long-haul travel market has doubled in size since 1997, largely
due to more U.K. residents either having travelled abroad in the past 3 years or
seriously intending to in the next 2 years.
Exhibit Section 2-1: UK Long-Haul Market Trends
UK Long-Haul Market Trends
1997
2007
46,000,000
47,600,000
Incidence of long-haul
travel*
29.4%
57.7%
Projected market size
13,506,000
27,485,000
Adult population
Source: CTC Surveys 19971
1
* Travelled beyond Europe in the past 3 years or seriously intend to in next 2 years.
Page 66
2.2
Long-haul Market Size
Exhibit Section 2-2: UK Long-haul1 Trips --- 2000 to 2006
10,555,716
6,340,762
2000
6,073,310
2001
5,732,821
2002
5,894,550
2003
6,554,629
2004
7,145,340
2005
2006
Source: EuroStat
UK holiday visits abroad to non-European destinations increased by 66.5% from
2000 to 2006. While the UK shared a 2002-2003 low point with other European
markets, it picked up again most rapidly and has sharply increased in the past 3
years to a current level of 10.6 million long-haul trips. The long-haul market
shows steady growth from 2002 on, and is likely to remain a healthy size (10
million+).
Given the strong interest in international destinations in the UK, significant drops
due to world events are unlikely to be persistent. Likewise, any decreases seen
in 2008 due to the housing market slowdown are likely to be limited to the start
of the year as consumers adjust.
1
Definition used is the sum of outbound trips to the Americas, Asia, Africa, and Oceania.
Page 67
2.3
Travel Trends
Looking at major destination regions, no losers emerge between 2000 and 2006.
The smallest gains were seen in the well developed markets of the Americas,
with Asia and Oceania showing the greatest gains and Africa close behind.
Africa’s tourism destinations are improving infrastructural offerings while prices
remain reasonable.
This overall increase was mostly seen between 2004 and 2006, with 2005 to
2006 showing a sharp spike.1
Exhibit Section 2-3: Destination Changes 2000 vs. 2006
North America
Central and South
America
Africa
Asia
Oceania
2000
2,996,798
2006
3,353,816
% Change
+11.9
975,558
1,357,543
+39.2
1,019,509
1,078,784
270,113
2,203,637
2,942,962
697,758
+116.1
+172.8
+158.3
Source: EuroStat
1
The 2006 EuroStat numbers were updated in January 2008.
Page 68
2.4
Arrivals in Canada
Exhibit Section 2-4: UK Trips Arriving in Canada 2000 to 2006
862,000 826,000
888,000
801,000
842,000
721,000 691,000
2000
2001
2002
2003
2004
2005
2006
Source: Statistics Canada
UK arrivals in Canada have decreased by 2.3 percent since 2000. However, the
interim period indicated sharp decline into 2003, followed by a strong bounce
back with a peak in 2005. The drop from 2005 to 2006 is not necessarily
indicative of the start of another overall decline, and may reflect British travellers
going to Germany for the world cup. Supporting this is the 4.4% increase in UK
arrivals in January to September 2007 compared to the same period in 2006.
Using only 4% as a projection of 2007’s growth over 2006 would yield 876
thousand UK arrivals in Canada, not as high as 2005’s peak, but above those of
2000.
Comparing outbound trends, the number of UK residents declaring Canada as
their primary destination indicates an increase of 57.5%. This indicates that
while more people are stating that Canada is the primary reason they are
travelling, there are fewer overall actually engaging in travel to Canada.
Page 69
Consumer Surveys – Qualitative and Quantitative Analyses
Page 70
Section 3:
Destination Motivators
Page 71
3.1
Current Destinations Outside Home Country (Past 3 Years)
Long-haul travellers take many trips within the EU—in the past 3 years Western
Europe (57%), particularly France (24%), being highly popular.
Among long-haul destinations, the U.S. (47%) and Asia (30%) dominate.
Canada attracted a significant 12%, similar to Australia (14%), during the past 3
years.
Exhibit Section 3-1: All Countries Visited in Past 3 Years By Long-Haul
Travellers
Eastern Europe (17%)
North America (53%)
Asia (30%)
Western Europe (57%)
Czech Republic 8%
Poland 4%
Belgium 7%
Netherland 6%
Hungary 3%
Switzerland 5%
Russia 4%
Germany 10%
Ireland 9%
Austria 5%
China 4%
France 24%
Canada 12%
Greece 12%
United States 47%
Portugal 7%
Spain 29%
Caribbean 12%
Caribbean 15%
Hong Kong 6%
Dubai 6%
Italy 16%
Mexico 5%
Egypt 7%
Tunisia 3%
Middle East (17%)
South/Central
American (10%)
Japan 3%
Turkey 9%
Thailand 8%
India 7%
Singapore 7%
Brazil 2%
Malaysia 4%
South Africa 5%
Australia 14%
Africa (17%)
New Zealand 7%
Pacific (19%)
Source: Quantitative Survey Q71
1
Base=Past 3 year long-haul traveller (n=2,232)
Q.7
During the past 3 years which of these countries or destinations outside United
Kingdom did you visit for pleasure and stayed for 3 nights or longer with at least one
night in paid accommodation, if any?
Page 72
3.2
Long-Haul Destination Market Share
Canada captures 8% of long-haul trips (based on most recent trip data), similar
to Australia (8%).
The prime destinations are the U.S. (38%) and Asia (20%), followed by the
Middle East (12%), the Pacific (11%), and the Caribbean (10%).
Since the survey was conducted in the fall, there is a potential bias toward the
recent (summer/fall) season travel. However, since travellers typically only take
one long-haul trip per year (average for past 3 years under 3 - see Exhibit 6-1),
the bias is unlikely to be significant.
Exhibit Section 3-2: Long-Haul Countries visited Most Recently
North America 44%
Asia (20%)
Russia 2%
China 2%
Canada 8%
Caribbean 10%
Japan 2%
Turkey 6%
United States 38%
Middle East
(12%)
Hong Kong 3%
Dubai 4%
Thailand 5%
Mexico 3%
Singapore 4%
India 5%
Brazil 2%
South/Central
America (6%)
Malaysia 3%
South Africa 4%
Australia 8%
Africa (6%)
Pacific (11%)
New Zealand 4%
Source: Quantitative Survey Q81
1
Base= those who have taken a most recent trip (n=2,232)
Q.8a
Thinking about your most recent pleasure trip of 3 nights or longer with at least one
night in paid accommodation to somewhere beyond the European Union countries,
North Africa and the Mediterranean, which of these places did you visit on that trip?
Page 73
3.3
Long-Haul Destination Trends
Trend data from 1997 reveal a growing interest in Asia, with a decline in travel to
Australia.
Exhibit Section 3-3: Destination Trends – Most Recent Trips
Destination Most Recent Trip
U.S.
SE Asia / Far East
Australia
Other Asia
Caribbean
Canada
Other Africa
New Zealand
Central/South America
South Africa
Mexico
1997
%
2007
%
38
16
13
10
9
8
6
5
4
4
1
38
20
8
14
10
8
2
4
6
4
3
Source: CTC survey 1997
Page 74
3.4
Destination Imagery – Focus Group Feedback
1.
Canada’s Image
a)
Strengths
Š The appeal of Canada is rooted in nature without question.
Š Rockies
Š Beautiful lakes
Š Wildlife (with a particular fascination for bears)
Š Tranquility
Š Clean
Š The vastness is a double edged sword – on one hand very appealing to a
geographically and physically “compressed” society, yet discomforting in
terms of how to deal with it – especially wanting a vacation concept devoid of
long stretches of “emptiness” figuratively and in reality.
Š Canada’s English heritage factors (English speaking, Commonwealth and the
presence of many friends and relatives) are major pulls as well.
Page 75
3.4
b)
Destination Imagery – Focus Group Feedback
Picture Sort
Š The scenes that appeal most to U.K. residents (among over 50 scenes
shown) relate to the outdoors but also interesting and comforting city scenes
and unique cultural experience.
Page 76
3.4
c)
Destination Imagery – Focus Group Feedback
Canada’s Weaknesses
Š Negative comments, particularly by those who have not been to Canada (yet
have it on their dream list):
Š Cold, especially in winter
Š A cultural vacuum
Š Could be boring
Š Nature by itself doesn’t cut it, it needs to focus on culture as well
Š Scale is so massive
Š Lack of culture
Š Need to know more about its history
Š Needs to bring nature and the cities together (As the travel trade noted,
the Rockies, the Rocky Mountaineer train and a few days in Vancouver is
by far the most popular itinerary and does successfully combine urban and
rural).
2.
Barriers to Canada
Š A number of international surveys place Canada very high on the “Dream
List” – often first or second globally. This is the case in the U.K., Canada has
a magical draw which makes it a “must see” at some point in their lives,
largely because of its nature beauty and aspirational environment. In the
U.K., the Rockies is the single most appealing icon.
Š However, the number of individuals who are in the process of planning a visit,
and/or who eventually visit, drops off extremely sharply. Clearly, there are
significant barriers that block the Canadian dream visit from
becoming a reality.
Š This research has uncovered what the core issues are:
1. Without doubt, the number one reason for the dream not becoming a reality
is that prospective travellers do not have a clear concept of a vacation in
Canada.
Š They know there is amazing nature beauty but “what else is there to do” –
especially on the infrastructure and culture side.
Page 77
3.4
Destination Imagery – Focus Group Feedback
Š As they expressed:
Š
“Tell us what there is to do”
Š
“When we think of Australia we think of great diversity of
things to do. But, we don’t know about Canada”
Š
“What do you do in-between the cities? How far apart are
they”?
Š
“Canada is so vast, I didn’t know where to start” (putting a
doable vacation concept together)
Š
“If you have kids, that’s death” (vastness)
Š
“What’s missing is excitement, art, culture, places of
interest”
Š
“East competes with West – how do I make a choice”?
Š
Many want to try soft adventure. Others simply want to observe.
Regardless, Canadian nature can be scary.
Š
As the trade noted “most Brits have never seen anyone in a Kayak before”.
They have no idea of how easy or difficult it is.
Š
Bears are very, very appealing. Most want to see them in nature, but
are also very aware that there are dangers.
Š
Further, most U.K. travellers are highly social and want the comforts of
good dining, sociability and good accommodation. Consequently, it becomes
critical to communicate that nature can be observed (or participated in)
safely with a warm, friendly and comforting infrastructure close at hand.
Š
The current impression of many is that they are not certain of the
availability of a balanced vacation.
2.
The country is so vast that many do not know where to start and, hence,
simply defer the decision to go. Current travellers are buying regional based
trips (see travel trade comments). The U.S. is purchased on a regional basis
– New York, Boston, or Florida, for example. Consequently, Canada needs
to be sold regionally to help formulate viable vacation concepts.
Page 78
3.4
Destination Imagery – Focus Group Feedback
3.
Brits really like the comfort of an English speaking country. Quebec
appears to have limited appeal to many because they may have to speak
in French.
•
The bottom line is that the decision to act on the “dream” of a Canadian
vacation is easily deferred, as long as it is taken before “I am too old and my
health won’t permit it”.
•
The key barrier is a lack of awareness that Canada can be a highly
interesting, rewarding and diverse vacation experience, rooted in nature, but
balanced by urban activities and culture. And, reassurance that the Canadian
“wilderness” can be experienced safely and easily.
•
However, while it is important to reassure travellers of good restaurants,
accommodation and sociability, they still need to know what is unique about
Canada beyond spectacular nature. As discussed later, this can include
aboriginal culture experiences, driving in a unique natural setting, polar bear
viewing, dog sledding, etc.
3.
Building Better Product
a)
The Ideal Trip
Š When group participants described their ideal trip, it invariably included
elements of nature and of infrastructure. For some, the ideal experience
leaned toward nature and involvement, for others toward cultural experience,
but always with a significant dose of Canada’s unique nature.
Š “Seeing nature and shopping, visiting art galleries, museums,
gardens and theatre”
Š “One or two big cities, museums, a few days in the Rocky
Mountains. Then my cultural spirit needs to be fulfilled”
Š “I’d like to see the first nations– but (authentically), not through
a museum with people dressed up as natives”.
Š
“Want some city life and remoteness”
Š “On a motor bike like in Easy Rider (freedom), stopping in towns
to get fed (comfort) and safe travel through the countryside
(safety)”
Page 79
3.4
b)
Destination Imagery – Focus Group Feedback
The Perfect Day
Š These experiences represent elements of a trip that would be highly
appealing.
Š “White water rafting and canoeing”
Š “White water rafting and walking. Seeing the bears”
Š “Horseback riding”
Š “Walking around and seeing the buildings in the cities”
Š “Walk around the lakes, seeing the bears”
Š “Helicopter ride over Niagara Falls and a round of golf”
Š “Looking at buildings, shopping, seeing French Canadian cities”
Š “The morning in Niagara Falls or on observation platform, then
back to the city”
Š Once again this market needs exposure to nature (with reassurance of
safety) plus infrastructure (could be a city, town or resort) as a significant
component.
c)
Existing Brochures
Š Group participants were given for review a range of U.K. market package
brochures featuring Canada.
Š They first used them to help create their ideal trip (discussed earlier) and
then were asked to what degree this existing “product” reflected their needs.
Š Many of the comments about the brochure package presentations reflect
prospective traveller perceptions that Canada may only be about nature,
without a balance of infrastructure activities.
Š “Not enough people”
Š “It needs some life – packed bars, restaurants, a Jazz Festival,
something you don’t want to miss”
Page 80
3.4
Š
Destination Imagery – Focus Group Feedback
“The emerging scene in the cities like Montreal”
Š Pictures are stereotypical. I would want more people in the
pictures”
Š It doesn’t tell us what we would be doing in the wilderness”
Š “Will there be guides”? (to ensure we will be safe)
Š “They should sell the cities a bit more, like the restaurants and
museums”
Š No people enjoying themselves”
Š “Pictures are too small”
Š “Some of these photos could be anywhere”
Š “The hotel (Chateau Frontenac) is really nice”
Š “I still have the impression there may not be enough to see”
Š “I still can’t make a “movie” (as discussed earlier in the session)
Š “It is hard to really get a feel for Canada in these brochures”
Š Overall, these comments plead for an urban or infrastructure comfort, or at
least people enjoying themselves to allay concerns about the Canadian
experience being too singularly focused on nature.
Š However, a word of caution – Canada’s primary unique selling proposition
remains its incredible nature and this must remain central to its marketing
positioning and to the majority of vacation itineraries promoted.
Š By the same token, if urban scenes do not imply the uniqueness of Canada
(e.g., by only depicting restaurants, bars and attractions that could be
anywhere), Canada is unduly thrown into a competitive arena with thousands
of other cities around the world that offer similar amenities.
Page 81
3.4
Destination Imagery – Focus Group Feedback
Š As one respondent said:
Š “Don’t just show us people at a restaurant (like any other city
would), but focus in on the type of food on the plate that appears
relatively unique to Canada (e.g., lobster)”
Š Another concern are the brochures that include the U.S. and Canada, the
latter representing a minority of pages. U.K. residents do not like Canada
shown in the same folder as America because they say it is very different.
Also, it diminishes the perceived value or importance of Canada when only
represented on a few of the pages.
Š Finally, a comment on a visual showing older people reinforces the notion
that there is no sense of urgency to visit Canada by “younger” individuals.
Š “When I see an older person on the train it means I can wait”
This is very important learning and is a reminder of how critical it is to put
forward the right visuals.
4.
The Olympics 2010
Š Respondents in all three markets had the same opinion of the Olympics in
2010:
Š There is very little interest in visiting during the Olympics due to crowds,
high prices, etc.
Š However, they do provide an opportunity to showcase Canada through film
footage, on television during the Games. However, a note of caution:
Š Footage should cover the summer season as well as the winter.
Š Great care must be made to re-enforce that Canada in many seasons is
warm.
Š Footage should re-enforce the research learning – that the Canadian
vacation experience provides a balanced and memorable vacation
experience – beyond just nature but including first class amenities in
natural surroundings, an interesting unique culture and activities for all
ages.
Page 82
3.5
Purpose of Trip - All
The destination drivers for British travelers reveal their need for a balanced
vacation—to explore new places, enjoy nature, relax and unwind, experience
local culture and socialize with friends.
Exhibit Section 3-4: All Reasons for Travel – By All Destinations
Percent Among Past 3 Years Travellers
51%
To see new places
To enjoy the natural scenery - lakes, rivers, waterfalls,
glaciers, trees, beaches and mountains
45%
To relax, unwind and decompress
41%
40%
To experience local culture
32%
To visit friends and relatives
To go shopping
30%
To visit historic sites, museums, or galleries
30%
26%
To interact with the local people
22%
For entertainment and nightlife
To be together as a family
21%
Low rates, good deals, and discounts
21%
To realize a long term dream
20%
To visit protected areas, including nature reserve, regional
or national parks
20%
To experience big cities in another country
20%
17%
To see and watch wildlife
11%
To attend festivals and/or events
10%
To participate in outdoor activities
Honeymoon
5%
A trip that combined business with pleasure
4%
To visit a spa, health centre, or hotsprings
4%
To view aboriginal sites and events
4%
To go downhill skiing or snowboarding
Other Reasons
Source: Quantitative Survey Q.9a
2%
7%
1
1
Base=n=2,232
Q.9a
What were your reasons for travelling to (Q.8a DESTINATION]
Page 83
3.6
Purpose of Trip – All – By Destination
The appeal of Canada is clearly nature driven, but also visiting with
friends/relatives, experiencing local culture, and interacting with the people.
What Canada is not about, where the U.S. excels, is shopping, nightlife and
entertainment—reflecting the Brand Map discussed later. With aboriginal
tourism, Canada is far behind leader Australia.
Exhibit Section 3-5: All Reasons for Travel – By Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
All Reasons for Taking Trip
To see new places
To enjoy the natural scenery – lake, rivers, waterfalls,
glaciers, trees, beaches and mountains
To relax, unwind, and decompress
To experience local culture
To visit friends and relatives
To go shopping
To visit historic sites, museums, or galleries
To interact with the local people
For entertainment and nightlife
To be together as a family
Low rates, good deals, and discounts
To realize a long term dream
To visit protected areas, including nature reserve,
regional or national parks
To experience big cities in another country
To see and watch wildlife
To attend festivals and/or events
To participate in outdoor activities
Honeymoon
A trip that combined business with pleasure
To visit a spa, health centre, or hot springs
To view aboriginal sites and events
To go downhill skiing or snowboarding
Other reasons
49
49
53
55
50
62
37
68
39
59
33
29
35
34
14
17
23
18
27
34
65
20
27
28
24
24
15
28
35
29
31
46
26
21
31
24
24
24
36
39
48
27
34
32
15
24
14
25
21
34
19
34
17
18
14
9
7
7
8
6
3
5
24
26
14
11
4
6
6
23
3
7
29
13
11
11
4
4
3
2
1
7
24
29
11
13
4
6
5
6
8
6
Source: Quantitative Survey Q.9a
Q.9a
What were your reasons for travelling to (Q.8a DESTINATION]
Page 84
3.7
Purpose of Trip – Main
Nature experiences do not dominate UK travel motivations as they do for
Germans and the French. Visiting friends/relatives, relaxing and unwinding and
seeing new places all rank higher.
Exhibit Section 3-6: Main Purpose of Trip – By All Destinations
Percent Among Past 3 Years Travellers
20%
To visit friends and relatives
13%
To relax, unwind, and decompress
12%
To see new places
To enjoy the natural scenery - lakes, rivers,
waterfalls, glaciers, trees, beaches, and
To be together as a family
6%
To realize a long term dream
6%
8%
5%
To experience local culture
For entertainment and nightlife
4%
Honeymoon
4%
To visit historic sites, museums, or galleries
3%
To attend festivals and/or events
3%
To experience big cities in another country
3%
A trip that combined business with pleasure
2%
To see and watch wildlife
2%
Low rates, good deals and discounts
2%
To go shopping
To visit protected areas, including nature
reserve, regional or national parks
To participate in outdoor activities
2%
1%
To interact with the local people
1%
To go downhill skiing or snowboarding
1%
To view aboriginal sites and events
To visit spa, health centre, or hotsprings
Other Reasons
1997
27%
1%
*
-3%
1
Source: Quantitative Survey Q.9b
1
Base n=2,232
Q. 9b
Which of those was your main reason for travel?
*Less than 0.5%
Page 85
3.8
Purpose of Trip – Main – By Destination
People oriented activities actually outrank nature as a motive to visit Canada for
the British. Again, this reinforces the need for socializing in creating a balanced
positioning concept for marketing Canada. However, VFR travel is well down
from 1997.
Exhibit Section 3-7: Main Purpose of Trip – By Destination
Main Reason for Taking Trip
To visit friends and relatives
To relax, unwind, and decompress
To see new places
To enjoy the natural scenery – lakes,
rivers, waterfalls, glaciers, trees, beaches
and mountains
To be together as a family
To realize a long term dream
To experience local culture
For entertainment and nightlife
Honeymoon
To visit historic sites, museums, or galleries
To attend festivals and/or events
To experience big cities in another country
A trip that combined business with
pleasure
To see and watch wildlife
Low rates, good deals, and discounts
To go shopping
To visit protected areas, including nature
reserve, regional or national parks
To participate in outdoor activities
To interact with the local people
To go downhill skiing or snowboarding
To view aboriginal sites and events
To visit a spa, health centre, or hot springs
Other reasons
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
Canada
%
%
%
%
1997
18
12
15
45
2
10
20
9
14
32
4
11
10
8
7
22
5
4
12
1
3
5
2
1
6
8
2
1
2
1
5
2
7
7
2
8
3
2
3
6
4
5
1
1
3
1
1
1
4
1
1
3
1
1
2
2
-
*
2
3
1
1
1
1
3
1
1
1
2
*
3
*
1
*
2
2
*
1
3
*
1
4
*
3
Source: Quantitative Survey Q.9b
*Less than 0.5%
Q. 9b Which of those was your main reason for travel?
Page 86
47%
3.9
Destination Activities – Culturally Oriented
Culturally dominated activities for UK travellers include visiting places of historical
interest and seeing old architecture, but also meeting the people—visiting small
towns, getting to know the local inhabitants and enjoying good food.
Exhibit Section 3-8: Activities Participated on Trip – Culturally Oriented – By
All Destinations
Percent Among Past 3 Years Travellers
Visiting places of historical interest
63%
Fine dining
62%
Visiting small towns
61%
54%
Getting to know the local inhabitants
Seeing old architecture
50%
Taking city tours
49%
45%
Visiting museums or art galleries
42%
Attending theatres, clubs or shows
39%
Visiting friends or relatives
36%
Seeing modern architecture
34%
Visiting world heritage sites
31%
Staying at a luxury resort
27%
Attending festivals or fairs
Aboriginal cultural experiences,
celebrations, and attractions
18%
Visiting a spa
17%
Visiting casinos
16%
14%
Taking a wine/culinary tour
Attending professional sports events
Attending Rodeos
12%
5%
1
Source: Quantitative Survey Q.19a
1
Base: n=2,232
19a)
Which, if any, of the following activities did you participate in while on that trip to (DESTINATION
IN Q. 8a)
Page 87
3.10
Destination Activities – Nature Oriented
On the nature side, passive activities far outweigh soft adventure—particularly
seeing coastlines, sunbathing and viewing authentic nature.
Exhibit Section 3-9: Activities Participated on Trip – Nature Oriented – By All
Destinations
Percent Among Past 3 Years Travellers
Seeing beautiful beaches &
coastlines
Sunbathing or other beach
activities
Observing wildlife in their
natural environment
62%
55%
46%
45%
Viewing rivers or waterfalls
40%
Viewing mountains
38%
Visiting wilderness areas
29%
Taking nature tours
23%
Trekking in a nature area
16%
Taking a cruise
Taking a garden or flower
tour
15%
14%
Canoeing/kayaking/boating
13%
Taking a rail tour
12%
Whale watching
11%
Visiting hotsprings
9%
Viewing autumn leaves
Camping in a natural setting
8%
Cycling
8%
Viewing glaciers
8%
Trail riding on horseback
7%
Golfing
7%
5%
Sport Fishing
Viewing Aurora Borealis
(Northern Lights)
Downhill skiing or
snowboarding
3%
3%
Hunting
2%
Heli/cat skiing
2%
Dog sledding
2%
Source: Quantitative Survey Q.19a1
1
Base: n=2,232
19a
Which, if any, of the following activities did you participate in while on that trip to (DESTINATION
IN Q. 8a)
Page 88
3.11
Destination Activities – Culturally Oriented – by Destination
With culturally oriented activities, the British want to see Canada’s historical
attractions, but they also desire getting close to the culture—small towns, the
people, friends/relatives.
Relative to the U.S., Canada is far more often visited to see historic sites,
including world heritage sites, and the Canadian way of life in both cities (e.g.,
city tours) and smaller towns. The U.S. is more about entertainment.
Exhibit Section 3-10: Activities Participated on Trip – Culturally Oriented – By
Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Culturally Oriented Activities Participated In
Visiting places of historical interest
Fine dining
Visiting small towns
Getting to know the local inhabitants
Seeing old architecture
Taking city tours
Visiting museums or art galleries
Attending theatres, clubs or shows
Visiting friends or relatives
Seeing modern architecture
Visiting world heritage sites
Staying at a luxury resort
Attending festivals or fairs
Aboriginal cultural experiences, celebrations, and
attractions
Visiting a spa
Visiting casinos
Taking a wine/cultural tour
Attending professional sports events
Attending rodeos
74
60
68
62
58
60
52
38
46
41
42
38
33
69
67
78
63
47
58
59
44
75
57
43
28
35
56
61
53
46
42
48
46
52
37
41
30
25
28
67
58
67
51
48
57
52
36
54
45
41
16
26
28
56
10
19
28
16
17
11
10
25
28
39
25
8
10
23
9
14
5
14
13
13
17
5
Source: Quantitative Survey Q.19a
Page 89
3.12
Destination Activities – Nature Oriented – By Destination
Beaches and sunbathing dominate Australia outdoor activities, while in Canada
rivers, waterfalls and mountains as well as seeing wildlife in nature are the main
attractions on the nature side. Only a minority aspires to soft adventure.
A trip to the U.S. is rarely nature focussed, clearly providing a clear point of
difference for Canada.
Exhibit Section 3-11: Activities Participated on Trip – Nature Oriented – By Destination
Nature Oriented Activities Participated In
Seeing beautiful beaches and coastlines
Sunbathing or other beach activities
Observing wildlife in their natural environment
Viewing rivers or waterfalls
Viewing mountains
Visiting wilderness areas
Taking nature tours
Trekking in a nature area
Taking a cruise
Taking a garden or flower tour
Canoeing/kayaking/boating
Taking a rail tour
Whale watching
Visiting hot springs
Viewing autumn leaves
Camping in a natural setting
Cycling
Viewing glaciers
Trail riding on horseback
Golfing
Sport fishing
Viewing Aurora Borealis (Northern Lights)
Downhill skiing or snowboarding
Hunting
Heli/cat skiing
Dog sledding
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(884)
(382)
(165)
(832)
%
%
%
%
66
85
48
40
58
79
41
18
48
71
38
55
51
65
37
77
45
54
33
61
38
62
32
49
39
46
18
35
29
35
17
30
23
22
13
16
27
21
10
19
20
19
10
15
23
28
11
19
15
22
11
19
17
26
8
15
11
8
11
22
14
19
4
10
13
11
6
10
10
12
6
25
10
8
5
8
10
10
9
5
8
13
4
7
8
11
2
7
6
5
2
9
6
4
2
3
6
6
1
3
4
3
1
5
Source: Quantitative Survey
Q.19a Which, if any, of the following activities did you participate in while on that trip to (DESTINATION IN Q. 8a)
Page 90
3.13
Importance of Attributes in Destination Selection
This chart ranks 34 destination selection attributes on importance.
Exhibit Section 3-12: Importance of attribute in destination selection – By All
Destinations
Percent Among Past/Future Travellers Rated Attribute Very Important
57%
Getting away/escaping from the demands of home
57%
Enjoying a relaxing atmosphere
54%
Feeling secure and safe
50%
Being in a clean, healthy environment
38%
Seeing as much as possible in the time available
37%
Surrounded by beautiful, unspoiled nature
35%
Opportunity to try different cuisines
30%
Bringing the family together
29%
Experiencing an exciting environment
28%
Meeting and interacting with local people
25%
Seeing wildlife in nature
Coming home with exciting travel stories
23%
Visiting historical attractions
23%
Sunbathing or other beach activities
23%
22%
Experiencing a different country's healthy lifestyle
22%
Experiencing unspoiled nature
21%
Experiencing a wide, spacious outdoor environment
20%
Visiting a place my friends would love to see
20%
Staying at luxury surroundings
19%
Availability of a wide selection of activities
15%
Visiting museums or art galleries
Enjoying the convenience of the modern world while
experiencing nature
Visiting a local supermarket
14%
14%
13%
Experiencing a modern culture
Spending time in one area to experience how local people
live
Attending theatures, clubs or shows
11%
Spending time in the home of a resident
11%
12%
10%
Seeing first hand what I learned in school
Experiencing aboriginal culture
9%
Staying in accommodation unique to that country
9%
Participating in active outdoor sports
7%
Enjoying Alpine skiing/snowboarding
4%
Travelling in a group tour
4%
Roughing it
4%
Source: Quantitative Survey Q.201
1
Base=n=2,697
Q.20 Please imagine that you are taking an overseas pleasure trip beyond the European
Union countries, North Africa and the Mediterranean for 3 nights or longer with at least one
night in paid accommodation. For each statement on this page check one box to show how
important that reason is to you when considering such a trip.
Page 91
3.14
Destination Rating
The destination ratings provide a clear view of Canada’s strengths and
weaknesses vis-à-vis its three primary competitors.
Exhibit Section 3-13: Canada’s Strengths and Weaknesses vs. Competitors
Canada’s
Strengths
•
•
•
•
•
Vs. U.S.
Surrounded by beautiful,
unspoiled nature
Experiencing unspoiled
nature
Being in a clean, healthy
environment
Seeing wildlife in nature
Attracts more historical
sightseeing and experiencing
communities
•
•
Vs. Australia
Enjoying Alpine
(downhill) skiing or
snowboarding
Rivers, waterfalls,
autumn leaves, and
glaciers
•
•
•
•
•
•
•
Canada’s
Weaknesses
•
•
•
•
•
Summary
•
•
•
Attending theatre, clubs,
shows
Sunbathing/beach activities
Experiencing a modern
culture
Staying at luxury
surroundings
Visiting museums or art
galleries
•
Canada is way ahead in
terms of a natural
experience
Also, Canadian history and
way of life is more appealing
But the U.S. provides more
entertainment and luxury
city stays
•
•
•
•
•
•
Experiencing
aboriginal culture
Sunbathing or other
beach activities
Roughing it
Wine/cultural tours
Observing wildlife
Visiting hot springs
•
Except on a very
few dimensions
Canada’s image is
very similar to
Australia’s. Canada
is ahead on skiing,
Australia on
aboriginal
attractions, beach
and roughing it
•
•
•
•
Vs. South East Asia
Being in a clean, healthy
environment
Participating in active
outdoor sports
Experiencing a wide, spacious
outdoor environment
Feeling secure and safe
Enjoying the convenience of
the modern world while
experiencing nature
Surrounded by beautiful,
unspoiled nature
Seeing wildlife in nature
Opportunity to try different
cuisines
Sunbathing or other beach
activities
Experiencing local life in one
area
Canada is far ahead in
experiencing a natural
environment.
S.E. Asia offers sun and
exotic cuisine.
Page 92
3.14
Destination Rating
Exhibit Section 3-14: Destination Rating
Among Those Who Claimed Each
Attribute Very/Somewhat Important
When Considering a Trip
S.E. Asia Australia
U.S.
Canada
%
%
%
%
Attribute Applies Extremely Well to Each Destination*
Getting away/escaping from the demands of home
43
60
53
53
31
Enjoying a relaxing atmosphere
56
36
48
Feeling secure and safe
25
55
48
57
Being in a clean, healthy environment
15
56
48
63
Seeing as much as possible in the time available
40
46
57
43
Surrounded by beautiful, unspoiled nature
36
61
33
61
Opportunity to try different cuisines
68
41
39
34
Bringing the family together
23
39
43
34
Experiencing an exciting environment
44
50
50
43
Meeting and interacting with local people
55
55
49
48
Seeing wildlife in nature
36
62
34
55
Coming home with exciting travel stories
54
57
54
49
Visiting historical attractions
50
46
51
44
Sunbathing or other beach activities
39
61
45
18
Experiencing a different country’s healthy lifestyle
33
51
29
46
Experiencing unspoiled nature
38
62
33
59
Experiencing a wide, spacious outdoor environment
25
65
43
59
Visiting a place my friends would love to see
42
51
46
43
Staying at luxury surroundings
35
45
61
41
Availability of a wide selection of activities
30
54
57
47
Visiting museums or art galleries
29
40
59
43
Enjoying the convenience of the modern world while experiencing nature
26
53
40
52
Visiting a local supermarket
40
46
57
46
Experiencing a modern culture
22
38
55
36
Spending time in one area to experience how local people live
51
41
30
33
Attending theatres, clubs or shows
20
35
63
35
Spending time in the home of a resident
26
36
34
29
Seeing first hand what I learned in school
31
39
41
32
Experiencing aboriginal culture
23
65
15
16
Staying in accommodation unique to that country (e.g., guest ranch,
36
40
44
47
lodge, etc.)
Participating in active outdoor sports
20
49
47
42
Enjoying Alpine (downhill) skiing or snowboarding
8
18
41
53
Travelling in a group tour
32
34
35
29
Roughing it
34
38
21
21
Source: Quantitative Survey Q.21
Q.21 Now, for each statement below please check which of these travel destinations each statement applies to extremely
well. You can check as many destinations as you like as long as it applies extremely well. You can base your
choices on your impressions, experiences or anything else that you have seen, heard or read.
* In order of importance when deciding an overseas pleasure trip (exhibit 3-12)
Page 93
3.15
Perceptual Brand Map
The Correspondence Analysis on the next page correlates destination imagery
ratings on two computer driven axes:
Culture
New World
Adventure
Exotic
Discoveries
Nature
Each of the attributes is plotted on the map with the positioning of each
destination. The map, through multivariate analysis, illustrates the relative
position of each destination and each attribute, based on their ratings on each.
In other words, the more a particular destination is uniquely associated with an
attribute the closer it is charted to it.
The map should be interpreted in a “big picture” sense — which groups of
attributes are most related to which areas of the map; in turn, which countries
are most associated with these areas.
Part of the map interpretation is to see if there is any continuum as one moves
from left to right or top to bottom. It is a subjective interpretation of the chart
pattern, New World Adventure is chosen because the attributes associated with
North America are on the left side of the chart, while the attributes that are more
SE Asia and Southern Hemisphere related tend to fall on the right hand side.
The attributes with a cultural component tend to fall towards the top and those
with a nature component tend to fall towards the bottom, hence the
interpretation of the vertical axis.
Note that the map is created based on the interaction of all the attributes with
the four countries; the interpretation of the axes emerges from the map after it
has been created.
Brand Positioning
Australia
Alone in the Southeast Quadrant, Australia aligns with relaxation, healthy
lifestyle, with an element of exoticism from aboriginal culture.
U.S.A
This country dominates the Northwest sector and is strongly associated with
modern, urban culture, luxury and a wide variety of activities.
Page 94
3.15
Perceptual Brand Map
S.E. Asia
In the Northeast quadrant, SE Asia is associated with sun, beaches and different
cuisines.
Canada
Clearly entrenched in the Southwest sector, Canada aligns with the outdoors—
active, spacious, clean, as well as a very safe environment.
Its positioning well away from cultural activities and an exciting environment
reinforces the weaknesses of the country’s image discussed earlier. The strength
of its nature is critical because of its importance to UK travellers, but the product
concept is not balanced appropriately.
Exhibit Section 3-15: Brand Attribute Map
Culture
Different cuisines
Theatres, clubs or shows
USA
Luxury
Modern culture
Museums/galleries
See much as possible
Local supermarket
Skiing/snowboarding
Wide selection activities
Group tour
Exciting environment
What I learned in school
SE Asia
How locals live
Travel stories
Meet locals
Friends love to see
Family together
Getting away/escape
Home of resident
Sunbathing/beach
Canada
Roughing it
Secure/safe
Healthy lifestyle
Relaxing
Active outdoor sports
Clean, healthy
Modern + Nature
Surrounded by nature
Seeing wildlife
Unspoiled nature
Spacious outdoors
Australia
Aboriginal culture
Nature
Source: Quantitative survey Q.21
Q.21
Now, for each statement below please check which of these travel destinations each statement
applies to extremely well. You can check as many destinations as you like as long as it applies
extremely well. You can base your choices on your impressions, experiences, or anything else
that you have seen, heard or read.
Page 95
Exotic
Discoveries
New World
Adventures
Unique accomodation
Historical attractions
3.16
U.K. -- Product Benefit Laddering
To further probe traveller motivation, Insignia used their Inner Consciousness
Laddering Model to draw out the “higher order” benefits that travellers are
seeking in a Canadian vacation.
The hierarchy process:
• Begins with fundamental products or activities sought;
• Then uncovers the benefits sought by experiencing those products/activities;
• And finally, at the highest level, the personal values that are being fulfilled by
the experiences.
For the British, the Canadian vacation experience at the product/activity level is
grounded in nature involvement, grand nature observation, and city life.
At
•
•
•
•
the Benefits level, these nature and personal experiences lead to:
Grounding
Rejuvenation of the spirit
Personal connection with nature
Feeling the balance between the civility of Canadian cities so close and in
harmony with authentic, untouched nature
At the highest order, the Value received is:
• Renewal of body and mind
Implications
The best way to position Canada’s products (city, cultural, and nature) is to focus
on the physical and emotional rewards that they provide.
Page 96
3.16
U.K. -- Product Benefit Laddering
Renewal of Mind and Body
Higher
Order
Values
Heightened sense
of well-being
Benefits
(Best
Positioning)
Feel freedom
Personal
connection with
nature
Product
Activities
Energized/
rejuvenated
Stories told by
Grounded
friends
Re-integration
and re-invention
of self
Civilized
adventure
Test myself
physically
Feel humbled
/insignificant
Feel balance of
civility and
untouched nature
Nature
Involvement
Grand Nature
Observation
City Life
Vancouver
Rocky
Nature
Wildlife Niagara
area
Mountain
Soft
Safe
walks Hiking
observation
Falls
Train
adventure
Icefields
English
Speaking
Friendly Calgary
Page 97
Section 4:
Destination Trip Profile
Page 98
4.1
Duration
The British typically travel for 2 weeks when going abroad. The average longhaul trip lasts 17 nights.
In 1997, the average duration was 25 nights away, providing clear evidence that
travellers are taking shorter trips aborad.
Exhibit Section 4-1: Number of Nights Away From Home – By All Destinations
Percent Among Past 3 Years Travellers
23%
<10
54%
10 - 20
Number
of
Nights
17%
21 - 30
31 - 50
51+
4%
3%
1997
Median
Average
14 Nights
17.0 Nights
25.0 nights (avg)
Source: Quantitative Survey Q.10a1
1
Base: n=2,232
Q.10a On that trip to (Q. 8a) DESTINATION how many nights, in total, were you away from
home?
Page 99
4.2
Duration – By Destination
Trips to the U.S. or Canada are more likely to last 2 weeks, while a journey to
Australia last much longer. This is a reminder that a trip to Canada is far less
onerous from a time perspective than one to Australia.
The duration of a Canadian trip is only slightly shorter (18.1 nights away) than in
1997 (21.4 nights)
Exhibit Section 4-2: Number of Nights away from home – by destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Number of Nights
<10
19
8
23
21
10 – 20
47
20
57
54
21 – 30
24
44
16
18
31 – 50
6
15
3
4
51+
5
14
2
3
15
24
14
14
20.4
35.2
16.3
18.1
Median of nights
Average # of nights
Source: Quantitative Survey Q.10a
Median
Average
Nights Spent
in Canada
#
12
12.9
Q.10a On that trip to (Q. 8a) DESTINATION how many nights, in total, were you away from
home?
Q.10b (IF CANADA IN Q.8a, ASK) How many nights, in total, did you spend in Canada?
Page 100
Canada
1997
21.4 (avg)
4.3
Multi-Country Visits
Three in ten British travellers are combining a trip to Canada with a stay in the
U.S..
And, when they do, they tend to split their time between the 2 countries—11
nights in Canada, 9 in the U.S..
Exhibit Section 4-3: Incidence/Duration of Visit in Canada/U.S.
Among Past 3 Years Travellers to Canada
% Visited
Canada/U.S.
Combined
Canada Only
# of Nights Spent
Total
In Canada
In U.S.
30%
23.2
11.3
8.6
70%
15.9
13.6
n/a
18.1
12.9
2.6
Total Travellers to Canada
Source: Quantitative Survey Q.10a,b,c
1
Base:
10.a
10.b
10.c
1
n=884
On that trip to (Q. 8a) DESTINATION), how many nights, in total, were you away from home?
(IF CANADA IN Q.8a, ASK) How many nights, in total, did you spend in Canada?
IF CANADA IN Q.8a, ASK) How many nights, in total, did you spend in the United States on that
trip, if any?
Page 101
4.4
Time of Travel
The travel season is quite broad for the British. They travel actively from
February to October.
Exhibit Section 4-4: Month of Travel – By All Destinations
Percent Among Past 3 Year Travellers
January
5%
February
20%
7%
March
8%
April
8%
May
9%
June
9%
July
9%
26%
August
September
14%
October
10%
November
December
34%
11%
6%
21%
5%
Source: Quantitative Survey Q.111
1
Base=n=2,232
Q.11 And when did you take that trip to (DESTINATION IN Q.8a)?
Page 102
4.5
Time of Travel – By Destination
May to September is the preferred time of travel to Canada. This is a little
narrower than the U.S. trip pattern (where better weather can prevail longer)—
April to October.
Asia destined trips are year round, Australia from January to May primarily.
Exhibit Section 4-5: Month of Travel – By Destination
Percent Among Travellers Visiting Each Destination
Jan
Feb
Mar
April
May
June
July
Aug
Sept
Oct
Nov
Dec
8%
10%
9%
9%
10%
7%
8%
7%
9%
10%
8%
5%
10%
27
26
24
24
Asia
17%
35
7%
10%
10%
6%
4%
8%
7%
7%
7%
6%
Australia
27
3%
5%
7%
9%
10%
7%
9%
12%
19
20
3%
3%
6%
6%
11%
15
26
29
12%
13%
37
13%
44
16%
11%
8%
5%
U.S.
17%
23
9%
3%
3%
Canada
Source: Quantitative Survey Q.11
Q.11
12
And when did you take that trip to (DESTINATION IN Q.8a)? Please tell me the year and
month you started that trip?
Page 103
15
4.6
Party Size and Composition
Only 19% of British long-haul travellers take children along. Most travel as
couples (62%), similar to 1997 (63%)
Exhibit Section 4-6: Party Size and Composition – By All Destinations
Percent Among Past 3 Year Travellers
Spouse/significant
other
1997
62%
23%
19%
Children
63%
Travelled alone
15%
18%
Friends
15%
11%
Party
Member
9%
Other relatives
Business
associates/colleagues
n/a
8%
Parents
Organized group/club
n/a
n/a
2%
n/a
1%
Average # of Party Members
3.2
2.7
Source: Quantitative Survey Q.12, 13a1
1
Base=n=2,232
Q.12 With whom did you travel on that trip to (DESTINATION IN Q.8a
Q.13a
Including yourself, how many people were there in your immediate travel party?
Page 104
4.7
Party Size and Composition – by Destination
Canada is preferred by couples. Australia often attracts solo travellers (1 in 4),
the U.S.--families (1 in 4).
Exhibit Section 4-7: Party Size and Composition – by Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Canada
1997
Party Member
Spouse/significant other
56
54
63
62
56%
Children
12
14
24
17
20%
Travelled alone
19
27
12
16
28%
Friends
15
13
16
13
10%
Other relatives
8
8
11
9
n/a
Parents
8
4
9
7
n/a
Organized group/club
3
4
1
2
n/a
Business associates/colleagues
2
*
1
1
n/a
3.2
2.5
3.1
3.1
2.3
Average # of party members
Source: Quantitative Survey Q. 12, 13a
* Less than 0.5%
Q.12
With whom did you travel on that trip to (DESTINATION IN Q.8a)
Q.13a
Including yourself, how many people were there in your immediate travel party?
Page 105
4.8
Travelled as FIT vs. Group
FIT dominates British long-haul travel (89%). However, half do buy packages
(43% an FIT package, 11% a group). This is higher than in 1997 — when 39%
used packages.
Exhibit Section 4-8: FIT vs. Group Travel – By All Destinations
Percent Among Past 3 Year Travellers
Total FIT (nongroup)
89%
FIT - bought
package
43%
FIT - no
package
47%
Total Package
54%
Total Group
Total Package
1997
39%
11%
Source: Quantitative Survey Q.16,17a1
1
Base: n=2,232
Q.16 On that trip, did you travel with your immediate party only or as part of a larger group
tour?
Q.17a On that trip, did you buy a package that included airfare and accommodation?
Page 106
4.9
Travelled as FIT vs. Group – By Destination
Packages are not very popular to Canada. Only 37% of trips to Canada are on a
package. Nine in ten to Canada are FIT—mostly no package (62%).
FIT packages are far more common to the U.S. and Asia.
In 1997, only 23% used a package to Canada, also lower than now (37%)
Exhibit Section 4-9: FIT vs. Group – By Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Travelled as:
Total FIT (non-group)
86
92
94
87
Total FIT – bought package
45
33
40
24
Total FIT – no package
41
58
54
62
14
9
6
13
Total Group
Source: Quantitative Survey Q.16,17a
Q.16
On that trip, did you travel with your immediate party only or as part of a larger group
tour?
Q.17a On that trip, did you buy a package that included airfare and accommodation?
Page 107
4.10
FIT Package Components
The 43% who bought an FIT package (air and accommodation) on their most
recent long-haul trip usually include airport transfers, but inclusions thin out after
that.
Exhibit Section 4-10: FIT Package components Beyond Air and Accommodation
– By All Destinations
Percent Among Those Who Travelled on FIT Package
Airport transfer
61%
Restaurant meals
34%
Entertainment
Package
Components
(beyond air and
accommodation)
28%
Car rental
23%
Outdoor activities
16%
Guided tours at
destination
Admission to
local attractions
Ground
transportation
Other
Only airfare &
accomodation
13%
11%
9%
6%
15%
Source: Quantitative Survey Q.17b1
1
Base: n=816
17b
What else was included in the package, if any?
Page 108
4.11
FIT Package Components – By Destination
Canadian packages are typical in that they often include airport transfers (52%),
sometimes car rental (32%) but little else on a consistent basis.
Exhibit Section 4-11: FIT Package components Beyond Air and Accommodation
– By Destination
Percent Among Those Who Travelled
on FIT Package
Asia
Australia
U.S.
Canada
(165)
(58)*
(290)
(205)
%
%
%
%
Package Components
(beyond air/accommodation)
Airport transfers
61
56
44
52
Restaurant meals
26
27
16
21
Entertainment
23
14
14
17
Car rental
22
30
41
32
Outdoor activities
13
9
7
12
Guided tours at destination
22
31
8
18
Admission to local attraction
12
14
16
12
Ground transportation between
overnight destinations
16
15
5
21
Other
9
8
4
3
11
15
20
21
Only airfare and accommodation
1
Source: Quantitative Survey Q.17b
* Caution small base size
1
17b) What else was included in the package, if any?
Page 109
4.12
FIT Car Rental
Renting a car is quite common in Canada (44%) and the U.S. (52%). Note that
most rentals in Canada are not part of a package. Clearly many are picking up
cars on arrival and proceeding on their own.
Exhibit Section 4-12: FIT Car Rental
Percent Among FIT Travellers Vising Each Destination
52%
49%
44%
11%
37%
18%
9%
29%
11%
12%
38%
34%
35%
U.S.
Canada
26%
18%
Total FIT
Traveller
Asia
Australia
Car rental not included in package
Car rental included in package
Source: Quantitative Survey Q.17b,c1
1
Base: n=1,962
17b)
What else was included in the package, if any?
17c)
(IF NO AT Q.17A OR IF CAR RENTAL NOT CHECKED IN Q.17B, ASK Q.17C. OTHERS
SKIP TO Q.18) Did you rent a car on that trip?
Page 110
4.13
FIT Trip Components Booked Before Departure vs. During Trip
Long-haul airfares, transfers, accommodation, local flights and often car rentals
tend to be pre paid. Otherwise, trip components are usually purchased locally.
Exhibit Section 4-13: FIT Trip Components Booked Before Departure vs. During
Trip
Percent Among FIT Travellers
Did not use
90%
Airfare
8%
2% 92%
38%
50%
All airport transfers
Local flights between overnight
destinations
12%
62%
76%
20% 5% 24%
65%
Car rental
25%
10%
Ground transportaton between overnight
11%10%
destinations
35%
79%
21%
66%
Paid accommodations
15%
19%
81%
35%
Admission to local attractions 12%
53%
65%
67%
Admission to events 6%
33%
27%
61%
Guided tours at destinations 7%
Other activities (recreational activities,
4%
spa, etc)
Source: Quantitative Survey Q.17d1
32%
39%
55%
40%
45%
Booked Before Leaving Home
Booked During Trip
1
Base: n=1,962
Q.17d On that trip, what percentage of each trip components did you book or purchase in
advance of leaving home versus booking or arranging while on the trip?
Page 111
4.14
FIT Trip Components Booked Before Departure vs. During Trip –
by Destination
The pattern for Canada is quite typical.
Exhibit Section 4-14: FIT Trip Component Booked Before Departure vs. During
Trip – by Destination
Airfare
Asia
(322)
%
92
Percent Among FIT Travellers
Visiting Each Destination
Australia
U.S.
Canada
(150)
(761)
(757)
%
%
%
96
93
93
Booked before leaving home
Booked during trip
Did not use
Airport Transfers
Booked before leaving home
Booked during trip
Did not use
87
5
8
69
52
17
31
92
4
4
69
53
16
31
92
1
7
56
41
15
44
91
2
7
50
34
16
50
Local Flights Between Overnight
Destinations
Booked before leaving home
Booked during trip
Did not use
Car Rental
Booked before leaving home
Booked during trip
Did not use
Ground Transportation Between
Overnight Destinations
Booked before leaving home
Booked during trip
Did not use
Paid Accommodation
40
59
21
24
30
10
60
28
14
14
73
35
44
15
41
44
22
22
55
38
18
3
79
48
42
7
52
15
19
5
76
41
31
10
59
24
14
20
65
81
58
23
19
22
16
62
82
52
30
18
8
7
85
85
72
13
15
12
12
76
74
55
20
26
Booked before leaving home
Booked during trip
Did not use
Page 112
4.14
FIT Trip Components Booked Before Departure vs. During Trip –
by Destination
Asia
(322)
%
Admission to Local Attractions
Percent Among FIT Travellers
Visiting Each Destination
Australia
U.S.
Canada
(150)
(761)
(757)
%
%
%
65
71
74
66
Booked before leaving home
8
10
21
6
Booked during trip
57
62
53
60
Did not use
35
29
26
34
40
48
34
36
Booked before leaving home
6
9
9
5
Booked during trip
34
39
25
31
Did not use
60
52
66
64
50
54
32
37
Booked before leaving home
12
11
5
5
Booked during trip
38
43
26
32
Did not use
51
46
68
64
51
62
43
46
Booked before leaving home
7
6
3
5
Booked during trip
45
56
39
41
Did not use
49
38
57
54
Admission to Events
Guided Tours at Destinations
Other Activities (Recreational
Activities, Spa, etc.)
Source: Quantitative Survey Q. 17d
Q.17d On that trip, what percentage of each trip components did you book or purchase in
advance of leaving home versus booking or arranging while on the trip?
Page 113
4.15
Accommodation
The British appear budget conscious with accommodation—preferring mid-priced
to luxury city hotels. Resorts and the home of friends/relatives round out the top
choices.
However, staying with friends/relatives is far less common now than in 1997.
Exhibit Section 4-15: Type of Accommodation – By All Destinations
Percent Among Past 3 Years Travellers
Mid-priced city
hotel/motel
1997
36%
n/a
26%
Resort hotel
37%
House of friend or
relative
21%
42%
Luxury city hotel
21%
28%
11%
Budget city hotel
9%
Bed and Breakfast
5%
Cottage/cabin
4%
Cruise ship
Authentic wilderness
lodge
3%
Guest ranch
3%
Camping
16%
2%
On a farm
1%
Caravan/motorhome
1%
Other
7%
Source: Quantitative Survey Q.181
1
Base: n=2,232
Q.18 In what type of accommodation did you stay? (Please check all that apply)
Page 114
4.16
Accommodation-By Destination
Mid-priced city properties and the home of friends/relatives lead the preferences
for Canada. However, the home of a relative or friend is far lower than in 1997
(61%), further evidence that travel for purely a pleasure purpose is expanding.
Exhibit Section 4-16: Type of accommodation – By Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884) Canada
%
%
%
%
1997
Accommodation Type
Mid-priced city hotel/motel
33
39
49
48
35%
Resort
28
23
16
18
n/a
Home of friend or relative
22
49
20
33
61%
Luxury city hotel
33
25
20
23
16%
Budget city hotel
17
24
11
15
22%
Bed and Breakfast
12
25
6
10
Cottage/cabin
4
9
6
7
Cruise ship
5
2
4
6
Authentic wilderness lodge
3
4
2
2
Guest ranch
3
6
2
2
Camping
2
5
2
2
On a farm
1
4
1
1
Caravan/motor home
2
6
1
2
Other
4
9
10
5
Source: Quantitative survey Q.18
Q.18
In what type of accommodation did you stay?
*Less than 0.5%
Page 115
4.17
Trip Expenditure
The average trip expenditure is £3,400, £200 per trip per day.
Exhibit Section 4-17: Trip Expenditure – By All Destinations
Percent Among Past 3 Years Travellers
Under £ 1,000
11%
£ 1,000 - <£ 2,000
25%
£ 2,000 - <£ 4,000
32%
£ 4,000 - <£ 6,000
17%
£ 6,000 - <£ 8,000
£ 8,000 - <£ 10,000
£ 10,000+
7%
4%
4%
Total trip expenditure (Average)
£3,400
Expenditure per person per trip
£1,063
Expenditure per trip per day
£200
Expenditure per person per day
£63
Source: Quantitative Survey Q.19b1
1
Base: n=2,232
£100=CAD $204.99 (Bank of Canada exchange rate– Nov. 28, 2007)
Page 116
4.18
Trip Expenditure – By Destination
The budget required for a trip to Australia is significantly higher than to Canada
due to the longer duration. This is a reminder of one of the advantages of
Canada over its Southern hemisphere competitor.
Exhibit Section 4-18: Trip Expenditure – By Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Expenditure
Under £1,000
5
5
10
11
£1,000 - <£2,000
27
13
24
27
£2,000 - <£4,000
31
26
32
30
£4,000 - <£6,000
17
20
20
16
£6,000 - <£8,000
8
14
8
8
£8,000 - <£10,000
7
8
3
3
£10,000+
6
14
4
4
Total Trip Expenditure (Avg) £
3,900
5,500
3,400
3,300
Expenditure per person per trip £
1,219
2,200
1,097
1,065
191
156
209
182
60
63
67
59
Expenditure per trip per day £
Expenditure per person per day £
Source: Quantitative Survey Q.19b
£100=CAD$204.99 (Bank of Canada exchange rate – Nov 28, 2007)
19b
What was the total cost of that trip in British Pounds to (DESTINATION IN Q. 8a for
you and your immediate travel party, including airfare and all other costs? [ACCEPT ONE
ANSWER ONLY]
Page 117
4.19
Value for Money
Canada receives a very good value for money rating. However, there is little
difference from other destinations.
Exhibit Section 4-19: Value for Money
Percent Among Travellers Visiting Each Destination
Value Rating
Excellent Value
39%
34%
40%
36%
40%
37%
38%
32%
40%
38%
19%
6%
23%
5%
24%
4%
19%
5%
18%
5%
Total Past 3
Years
Traveller
Asia
Australia
U.S.
Canada
75%
72%
72%
Very Good Value
Good Value
Fair/Poor Value
Top Two Boxes
Excellent/Very Good
76%
78%
Source: Quantitative Survey Q19c
Q.19c
Overall, how would you rate that trip on value for money?
Page 118
4.20
Likelihood to Recommend Destination to Other
Nine in ten would recommend Canada to others, confirming solid trip
satisfaction. However, again, this is not atypical of other destinations traveled to.
Exhibit Section 4-20: Likelihood to Recommend Destination to Others
Percent Among Travellers Visiting Each Destination
Likelihood to
Recommend
Definitely will
56%
56%
63%
56%
58%
Very likely
Somewhat likely
Not very/at all/definitely not
32%
32%
26%
33%
30%
10%
2%
10%
2%
9%
2%
10%
1%
9%
3%
Total Past 3
Years
Traveller
Asia
Australia
U.S.
Canada
87%
88%
89%
Top Two Boxes
Definitely/very likely
89%
88%
Source: Quantitative Survey Q19d
Q. 19d How likely are you to recommend that destination to others?
Page 119
Section 5:
Market Segmentation
Page 120
5.1
Segmentation Analysis
Assisted by grassroots learning from the preliminary focus groups, a multidimensional rating question was created for the quantitative survey. A modified
Howard-Harris cluster analysis method was used to generate a number of
segment solutions (2 to 8 groups). These segment solutions were examined in
detail to determine the final segment solution of 5 groups, which most simply
explained the targets’ attitudes. They are named and described based on the
attitudes associated with the membership of the segments.
Each of these segments is discussed in detail in the next section.
Exhibit Section 5-1: Size of Market Segment
Culture
Seekers
Resort-Style
23%
21%
Relaxation
22%
13%
Nature
Participation
21%
Nature
Viewing
Source: Quantitative Survey Q.201
1
Base= Past/Future Travellers (n=2,697)
Q.20
Please imagine that you are taking an overseas pleasure trip beyond the European Union
countries, North Africa and the Mediterranean for 3 nights or longer with at least one night in
paid accommodation. For each statement on this page check one box to show how important that
reason is to you when considering such a trip.
Page 121
5.2
Segment Characteristics
Resort-Style (23%)
This segment is family vacation oriented and wanting a wide selection of
activities, particularly sun and beach.
Culture Seekers (22%)
Observing the country’s unique culture is a dominant interest here—especially
museums, galleries, historical sites, entertainment and nightlife and local cuisine.
Relaxation (21%)
Rest and Relaxation is the common bond here.
Nature Viewing (21%)
Being in a clean, healthy and spacious environment, surrounded by beautiful
nature and observing wildlife, but all within reach from an urban environment
appeals to this group
Nature Participation (13%)
This group is not satisfied with visual stimuli. They want to get involved. Soft
adventure prevails.
Page 122
5.2
Segment Characteristics
Exhibit Section 5-2: Segment Characteristics
Nature
Viewing
Segment
Attitudinal
Drivers
-
Surrounded
by beautiful
unspoiled
nature
- Experiencing
unspoiled
nature
- Seeing
wildlife in
nature
- Experiencing
a wide,
spacious
outdoor
environment
- Experiencing
a different
country’s
healthy
lifestyle
- Enjoying the
convenience
of the
modern
world while
experiencing
nature
Nature
Participation
Culture Seekers
- Enjoying alpine
- Visiting
-
-
-
-
(downhill) skiing or
snowboarding
Participate in
active outdoor
sports
Staying in
accommodations
unique to that
country
Roughing it
Experiencing
aboriginal culture
-
-
museums or art
galleries
Visiting
historical
attractions
Experiencing a
modern culture
Attending
theatres, clubs
or shows
Seeing as much
as possible in
the time
available
Meeting and
interacting with
local people
Visiting a local
supermarket
Spending time
in the home of
a resident
Opportunity to
try different
cuisines
Resort Style
- Sunbathing or
Relaxation
other beach
activities
- Staying at
luxury
surroundings
- Bringing the
family together
- Availability of a
wide selection
of activities
- Enjoying a
-
-
-
relaxing
atmosphere
Feeling secure
and safe
Getting
away/escaping
from the
demand of
home
Being in a
clean, healthy
environment
Visiting a place
my friends
would love to
see
Coming home
with exciting
travel stories
Page 123
5.2
Segment Characteristics
Resort Style
• Young families dominate
Culture Seekers
• Often older Empty Nestors
Relaxation
• Relatively young and with families
Nature Viewing
• Over 40 and Empty Nestors
Nature Participation
• Definitely under 40, often under 30
Page 124
5.2
Segment Characteristics
Profile Skews
Gender
Male
Female
Marital Status
Age
18 to 29
30 to 39
40 to 49
50-59
60+
Household Income
(annual gross £)
Under £20,000
£20,000 - <£25,000
£25,000 - <£30,000
£30,000 - <£40,000
£40,000 - <£50,000
£50,000+
Recent Trip
Expenditure (£)
Under £2,000
£2,000 - <£4,000
£4,000 - <£6,000
£6,000 - <£8,000
£8,000+
Average
(£ UK Pounds)
Nature
Viewing
Nature
Participation
Culture
Seekers
ResortStyle
Relaxation
50
50
Married with
no young
children at
home
58
42
Mixed of
married/living
together and
singles
45
55
Mixed of
married and
singles/
divorced/
widowed
with no
young
children at
home
45
55
Married with
children
52
48
Married with
children
11
16
22
19
32
35
22
18
13
12
13
20
18
16
33
29
28
20
10
13
23
27
18
19
13
16
13
10
15
17
17
16
12
14
17
9
15
24
11
11
17
9
16
14
9
9
18
12
23
13
13
13
16
15
16
32
32
18
8
10
3,600
38
30
20
7
6
3,300
44
29
14
5
8
3,200
32
34
16
8
10
3,700
36
34
16
8
6
3,200
Page 125
5.3
Current Plans to Visit Canada
Nature Viewing and Nature Participation segments are the two key targets for
Canada along with Culture Seekers, based on interest and past experience.
Exhibit Section 5-3: Current Plans to Visit Canada – by Segment
44%
39%
38%
33%
29%
17%
14%
20%
17%
12%
11%
8%
12%
8%
6%
Nature
Viewing
Nature
Participation
Culture
Seekers
Resort-Style
Relaxation
Very interested in visiting Canada in next 2 years
Definitely/Very likely to visit Canada in next 12 months
Visited in past 3 years
Source: Quantitative Survey Q.7, 22, 231
1
Base=Past/Future Travellers (n=2,697)
Q.7
(ASK THOSE WHO ANSWERED 1+ IN Q.4, OTHERS SKIP TO Q.20) (ONCE MAIN SAMPLE
IS COMPLETED AND ONLY LOOKING FOR AUGMENT SAMPLE TERMINATE IF NONE IN Q.4 )
During the past 3 years which of these countries or destinations outside U.K. did you visit for
pleasure and stayed for 3 nights or longer with at least one night in paid accommodation, if any?
Q.22
How interested are you in visiting United States, Canada, Australia or South East Asia in the next
two years?
Q.23
How likely are you to visit (SHOW COUNTRIES WITH CODES 4 OR 3 IN Q.22 ) in the next
twelve months?
Page 126
5.4
Ideal Trip to Canada by Segment
Here is the ideal Canadian trip for each of the 3 key target segments:
Nature Viewing
This segment wants a wide and varied nature viewing experience in Canada—
including seeing rivers and waterfalls, wilderness areas and observing wildlife.
They like the notion of staying in resorts close to nature (in particular lakeside
and/or mountain resorts), but also express significant interest in authentic cabins
or lodges.
April to September is the preferred season, 15 nights the ideal duration.
Key provinces of interest include BC and Ontario, but a significant minority would
also like to see Quebec, Alberta and Atlantic Canada.
Nature Participation
As a younger group, these individuals show particular interest in outdoor
activity—canoeing, kayaking, cycling, dog sledding, snowmobiling and serious
skiing.
Less interested in city hotels, this group prefers mountain or lakeside resorts.
April to September the best months, 15 nights the ideal duration, BC and Ontario
are the preferred provinces to visit.
Culture Seekers
Often empty nesters, this segment wants to see Canadian culture — taking city
tours, seeing old architecture, museums and art galleries and getting to know
local inhabitants.
While seeing Niagara Falls and the Rockies are very high on the agenda, active
involvement in nature holds little appeal.
April to September is the preferred months of travel, 15 nights in duration, B.C.,
Ontario and Quebec all desirable destinations.
Page 127
5.4
Ideal Trip to Canada
Exhibit Section 5-4: Ideal Trip to Canada – by Segment
Nature
Viewing
(610)
%
Ideal Next Trip
Season
January-March
April-June
July-September
October-December
Duration
# of nights (avg)
Provinces Likely to Visit
B.C.
Ontario
Quebec
Alberta
Nova Scotia
Newfoundland and Labrador
North West Territories
Yukon
Saskatchewan
PEI
Manitoba
New Brunswick
Nunavut
Would Also Visit
Overnight or Longer
U.S.A
Other countries
Canada only
Type of Tour
Group Tour
Prefer: All days organized
Many free days
FIT (non-group)
Prefer: Package
Non-Package
Among Those Very/Somewhat Interested in
Visiting Canada in Next 2 Years
Nature
Culture
ResortRelaxation
Participation
Seekers
Style
(326)
(551)
(494)
(479)
%
%
%
%
6
31
52
11
13
30
45
12
4
32
47
17
11
26
46
17
8
23
54
15
15.0
14.8
14.5
14.2
13.9
66
59
35
33
21
14
13
13
8
11
6
7
5
59
54
35
31
22
20
21
16
10
12
12
13
8
60
63
44
33
16
14
11
9
9
11
6
6
5
60
63
40
26
11
12
7
7
7
6
3
3
4
60
61
35
22
14
10
6
5
4
8
4
5
2
44
10
51
46
17
43
48
11
47
48
11
49
47
10
50
15
7
8
85
29
56
14
7
7
86
28
58
17
8
9
83
27
56
9
3
5
91
46
45
11
5
6
89
49
40
Source: Quantitative Survey Q.25
Q.25 Thinking about your next trip to Canada, if you were to go, describe your ideal trip
Page 128
5.4
Ideal Trip to Canada
Among Those Very/Somewhat Interested in
Visiting Canada in Next 2 Years
Transportation Between
Centres
Air
Rail
Rental car
Motor coach
Private car
Motor home/camper
Accommodation
City hotel
Mountain resort
Lakeside resort
Seaside resort
Authentic wilderness cabin
or lodge
Bed and Breakfast
Home of friend or relative
Ski resort
On a ranch
Coastal cruise ship
Canadian Spa
Caravan/motor home
On a farm
Camping
Nature
Viewing
(610)
%
Nature
Participation
(326)
%
Culture
Seekers
(551)
%
ResortStyle
(494)
%
Relaxation
70
75
63
33
22
24
69
68
61
35
27
33
70
75
57
37
24
16
73
63
68
25
26
17
74
64
64
30
26
16
32
40
44
11
22
21
42
33
13
25
48
31
34
13
14
42
41
32
24
15
44
37
33
26
10
18
9
4
11
12
4
7
5
2
19
14
14
9
6
9
9
5
6
20
16
3
6
7
6
4
3
2
10
10
16
8
5
5
4
2
1
10
9
10
5
6
6
2
1
1
*Less than 0.5%
Page 129
(479)
%
5.4
Ideal Trip to Canada
Among Those Very/Somewhat Interested in
Visiting Canada in Next 2 Years
Nature
Viewing
(610)
%
Nature
Participation
(326)
%
Culture
Seekers
(551)
%
Resort
-Style
(494)
%
Relaxation
96
93
94
88
84
81
94
88
81
85
82
69
83
80
72
90
84
87
82
68
78
82
64
92
86
73
71
69
69
64
71
67
72
63
68
69
76
58
65
85
76
71
70
70
64
76
79
77
73
80
70
62
74
70
63
70
72
57
65
81
82
81
63
68
86
60
62
57
54
60
48
51
57
57
55
53
60
54
47
55
65
54
43
54
60
53
54
57
49
48
70
56
67
63
64
69
43
53
46
58
57
45
44
36
53
50
50
46
38
36
54
42
29
37
48
41
38
38
53
49
34
40
35
39
44
34
40
37
40
36
(479)
%
Activities
Viewing rivers or waterfalls
Viewing mountains
Observing wildlife in their natural
environment
Visiting places of historical interest
Visiting small towns
Visiting wilderness areas
Seeing beautiful beaches and
coastlines
Taking city tours
Experiencing French Canadian
culture and cuisine
Getting to know the local inhabitants
Visiting world heritage sites
Seeing old architecture
Whale watching
Taking nature tours
Visiting museums or art galleries
Viewing Aurora Borealis (Northern
Lights)
Taking a rail tour
Attending festivals or fairs
Attending theatres, clubs or shows
Seeing modern architecture
Trekking in a nature area
Aboriginal cultural experiences,
celebrations, and attractions
Viewing autumn leaves
Taking a wine/culinary tour
Visiting a spa
Taking a cruise
Page 130
5.4
Ideal Trip to Canada
Among Those Very/Somewhat Interested in
Visiting Canada in Next 2 Years
Nature
Viewing
(610)
%
Nature
Participation
(326)
%
Culture
Seekers
(551)
%
Resort
-Style
(494)
%
Relaxation
31
30
28
37
25
25
19
22
10
9
7
11
6
4
41
47
38
30
55
44
44
41
45
24
33
21
17
22
37
26
29
40
16
23
15
16
11
14
7
6
7
6
32
34
31
19
30
29
34
28
32
21
18
12
13
7
32
27
26
24
22
23
22
19
20
26
12
12
14
8
(479)
%
Activities
Visiting friends or relatives
Trail riding on horseback
Attending rodeos
Taking a garden or flower tour
Canoeing/kayaking/boating
Dog sledding
Snowmobiling
Cycling
Downhill skiing or snowboarding
Visiting casinos
Heli/cat skiing
Sports fishing
Golfing
Hunting
Source: Quantitative Survey Q.25
Q.25 Thinking about your next trip to Canada, if you were to go, describe your ideal trip
Page 131
Section 6:
Travellers Profile
Page 132
6.1
Trip Frequency
The British traveller took 6.1 trips outside their country during the past 3 years,
about 4 in 10 long-haul (2.5).
Exhibit Section 6-1: Number of Trips Taken in Past 3 Years
Among Past 3 Years Travellers
Trips
Outside
Country
Long-Haul
Trips
6.1
2.5
Source: Quantitative Survey Q3c, Q41
1
Base= past 3 year travellers (n=2,232)
Q.3c
In the past three years, that is since September, 2004, how many times have you, yourself, taken a
pleasure trip outside of your home country for 3 nights or longer with at least one night in
paid accommodation. Please include all trips for pleasure or personal reasons, to visit friends
and relatives and trips where you combined business with a pleasure trip. Please exclude any
trips that were for business purposes only, or for study purposes only.
Q.4
In the past three years, that is since September, 2004, how many times have you, yourself, taken
a pleasure trip beyond the European Union countries, North Africa and the
Mediterranean for 3 nights or longer with at least one night in paid accommodation?
Again, please include all trips for pleasure or personal reasons, to visit friends and relatives and
trips where you combined business with a pleasure trip. Please exclude any trips that were for
business purposes only, or for study purposes only.
Page 133
6.2
U.K. Long-haul Travel Market Profile
The age of the Canadian visitors is considerably younger than in 1997 (44 years
vs. 51 years average).
However, they are still somewhat older than visitors from other countries. Four
in ten (41%) are age 50+, compared to 25% for France and 24% among
German visitors.
As many as 58% have close friends or relatives in Canada. This is a very high
level and is a reminder of the influence those individuals must have in the
decision process, discussed in more detail later. However, in 1997, a full 74%
of recent visitors to Canada had friends or relatives here. This talks to how the
market is broadening out over time including more purely pleasure driven trips.
Exhibit Section 6-2: UK Long-haul Market Profile
Age
18 – 29
30 – 39
40 – 49
50 – 59
60+
Average age
Gender
Male
Female
City
South East
Greater London
South West
North West/Merseyside
Scotland
West Midlands
Yorkshire/Humberside
East Midlands
North East
Wales
Eastern
Close friends/relatives in
Canada
Yes
No
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
31
20
15
13
22
41.7
25
20
15
12
28
43.8
19
25
21
14
20
43.6
19
24
17
22
19
44.1
52
48
45
55
53
47
45
55
55%
45%
18
20
13
9
6
9
6
5
5
5
5
25
20
11
4
7
7
9
5
6
2
4
19
13
9
12
12
9
6
8
5
4
3
22
13
9
9
14
6
6
8
4
5
4
Canada
1997
30
68
35
64
29
69
58
42
Canada
1997
51.0
74%
26%
Page 134
6.2
U.K. Long-haul Travel Market Profile
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Marital Status
Canada
1997
Married/living with someone
69
63
69
73
61%
Single
22
21
21
19
23%
Divorced/widowed/separated
9
16
10
8
16%
Adults only
64
65
68
70
78%
With children<18
36
35
32
30
22%
65
59
65
63
70%
Semi or unskilled manual worker
4
5
5
3
Skilled manual worker
6
6
5
5
Supervisory or clerical / junior
managerial / professional /
administrative
19
19
23
20
Intermediate managerial /
professional / administrative
18
13
18
21
Higher managerial / professional /
administrative
8
7
5
7
Self employed
6
5
6
6
Employed part-time
4
5
4
3
Student
9
6
7
6
Housewife/husband
6
9
6
5
Retired/semi-retired
19
23
19
20
Other
*
1
1
1
Household Composition
Occupation
Total employed
* Less than 0.5%
Page 135
6.2
U.K. Long-haul Travel Market Profile
Percent Among Travelled on FIT
Package
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Education
Less than secondary/secondary school
13
16
19
17
A levels/Scottish highers/GNVQ/BTEC
28
31
34
31
Undergraduate degree or equivalent
35
41
28
32
Post graduate degree or equivalent
23
12
18
19
Under £20,000
15
11
14
14
£20,000 - <£25,000
10
8
11
8
£25,000 - <£30,000
13
14
10
10
£30,000 - <£40,000
18
19
18
16
£40,000 - <£50,000
10
11
13
13
£50,000+
19
21
21
21
Household Income (annual gross £)
Source: Quantitative Survey Q.1,2,3a,28-34 (basic data)
CAD Equivalent (Bank of Canada exchange rate, November 28, 2007)
<£20,000 = <$40,998 CAD
£20,000 - <£25,000 = $40,998
£25,000 - <£30,000 = $51,248
£30,000 - <£40,000 = $61,497
£40,000 - <£50,000 = $81,996
£50,000+ = $102,495+ CAD
-
<$51,248 CAD
<$61,497 CAD
<$81,996 CAD
<$102,495 CAD
Page 136
Section 7:
The Canadian Opportunity
Page 137
7.1
Aspirational Destinations
Canada ranks 3rd as a near term destination priority for British long-haul
travellers.
The U.S. ranks 1st which clarifies that America as a significant competitor, as is
Australia (ranking 2nd).
Exhibit Section 7-1: Long-Haul Destination Priority
Rank
1
United States
2
Australia
3
Canada
4
Caribbean
5
New Zealand
Source: Quantitative Survey Q61
1
Base=Past/Future Travellers (n=2,697)
Thinking of future travel beyond the European Union countries, North Africa and the
6a
Mediterranean, what countries would you be likely to visit on a pleasure trip for 3 nights or
longer with at least one night in paid accommodation in the next two years? Please include all trips
for pleasure or personal reasons, to visit friends and relatives and trips where you combined
business with a pleasure trip. Please exclude any trips that were for business purposes only, or
for study purposes only. (Please select your most likely choices with up to 5 countries from the list
below or write in your choices if not listed) (PN: LIST FROM Q.7 WITH CODES 14-31, 46-50,
52 SUPPRESSED)
6b
From the countries you selected please rank those countries starting with the one you
would likely to visit first, then second, third and so on.
(PROGRAMMING: SHOW Up to 5 DESTINATIONS SELECTED IN 6a)(If only one
selected in Q6a skip to Q7)
Page 138
7.2
Priority Analysis – by Segment
While Canada ranks 3rd overall, it is higher among certain sectors—namely repeat
travellers (1st), and those with friends and relatives in Canada (2nd).
Exhibit Section 7-2: Canada’s Priority Ranking Key Segment
Canada’s Priority
Ranking
#
3rd
Total
Gender
Male
3rd
Female
4th
Age
18 – 29
4th
30 – 39
3rd
40 – 49
4th
50 – 59
2nd
60+
3rd
Travelled to Canada in Past 3 Years
1st
Friends and Relatives in Canada
Yes
2nd
No
4th
Source: Quantitative Survey Q.6b
*Note: due to the complexity of the ranking calculation (countries mentioned and
ranking of each based on average scores) it is possible that rankings among subsamples can all be slightly higher or lower than the overall rank due to numerical
rounding.
Q. 6b
From the countries you selected please rank those countries starting with the one you would likely
to visit first, then second, third and so on.
Page 139
7.3
Ideal Trip to Canada
For those seriously considering Canada as a future destination, their ideal trip
would look like this:
Season:
Likely April to September
Duration in Canada:
2 weeks
Type of trip:
FIT
Many also visit:
The U.S. (47%)
Intercity:
Rail is exceptionally popular as an intercity mode
(likely reflecting the high interest in The Rocky
Mountaineer). Car rental and air are also
appealing.
Accommodation:
Canadian resorts (mountain or lakeside) and/or
city hotels.
Activities:
Prospective British visitors have a very active to do
list—including viewing rivers, waterfalls,
mountains and wildlife, historical sites, smaller
towns and getting to know local inhabitants.
Page 140
7.3
Ideal Trip to Canada
Exhibit Section 7-3: Ideal Trip to Canada – By Prospective Market
Percent Among
Prospective Market*
(1152)
%
Ideal Next Trip
Season
January – March
April – June
July – September
October – December
Duration
# of nights (avg.)
Provinces Likely to Visit
B.C.
Ontario
Quebec
Alberta
Nova Scotia
Newfoundland and Labrador
Northwest Territories
Yukon
Saskatchewan
PEI
Manitoba
New Brunswick
Nunavut
Would also visit overnight or longer
U.S.A
Other countries
Canada only
Type of tour
Group tour
Prefer: All days organized
Many free days
FIT (non-group)
Prefer: Package
Non-package
10
28
47
15
14.8
63
58
38
34
18
14
12
11
10
10
7
7
6
47
13
47
13
5
8
88
33
55
Page 141
7.3
Ideal Trip to Canada
Percent Among
Prospective Market*
(1152)
%
Transportation Between Centres
Air
Rail
Rental car
Motor coach
Private car
Motor home/camper
Accommodation
Mountain resort
City hotel
Lakeside resort
Seaside resort
Authentic wilderness cabin or lodge
Home of friend or relative
Bed and breakfast
Ski resort
On a ranch
Canadian spa
Coastal cruise ship
Caravan/motor home
On a farm
Camping
69
67
64
31
29
21
40
35
34
16
16
16
15
11
8
6
6
5
3
2
Page 142
7.3
Ideal Trip to Canada
Activities
Viewing rivers or waterfalls
Viewing mountains
Visiting places of historical interest
Visiting small towns
Observing wildlife in their natural
environment
Visiting wilderness areas
Getting to know the local inhabitants
Taking city tours
Seeing beautiful beaches and coastlines
Visiting world heritage sites
Experiencing French Canadian culture
and cuisine
Seeing old architecture
Taking nature tours
Visiting museums or art galleries
Whale watching
Attending festivals or fairs
Taking a rail tour
Viewing Aurora Borealis (Northern
Lights)
Seeing modern architecture
Trekking in a nature area
Attending theatres, clubs or shows
Aboriginal cultural experiences,
celebrations, and attractions
Viewing autumn leaves
Taking a wine/culinary tour
Visiting friends or relatives
Visiting a spa
Taking a cruise
Trail riding on horseback
Taking a garden or flower tour
Canoeing/kayaking/boating
Dog sledding
Percent Among
Prospective Market*
(1152)
%
90
85
79
79
78
75
73
72
71
71
70
68
66
64
62
58
58
57
55
53
53
50
48
44
40
37
37
35
31
30
30
Page 143
7.3
Ideal Trip to Canada
Activities
Attending rodeos
Snowmobiling
Cycling
Downhill skiing or snowboarding
Visiting casinos
Heli/cat skiing
Sports fishing
Hunting
Golfing
Percent Among
Prospective Market*
(1152)
%
30
28
26
25
17
15
14
12
11
Source: Quantitative Survey Q.24
Q.25
Thinking about your next trip to Canada, if you were to go, describe your ideal trip
*Very interested in visiting Canada in next 2 years.
Page 144
Section 8:
The Buy Cycle Model
Page 145
8.1
a)
The Buy Cycle Model – U.K.
How it Works
•
The Buy Cycle Model was developed by Insignia during three separate
tourism studies in China, Taiwan and South Korea examining in a real life
environment the step by step planning process. The Buy Cycle was then
subsequently evaluated in 18 focus groups in Europe--the U.K., France
and Germany. Those discussions further validated that this is the way
people think. Finally, Insignia built a quantitative question into the 3
studies to measure where people are on the Buy Cycle path and where
the barriers are. The findings confirm the focus group learning and direct
us toward the importance of helping prospects build their own "movie".
Page 146
8.1
a)
The Buy Cycle Model – U.K.
How it Works
•
The model is described below:
Exhibit Section 8-1: Buy Cycle Model – how it works
Step1—AWARE:
You first hear about the destination—often in school.
Step 2—ON DREAM LIST:
It becomes a destination that you dream about going
to some day in the future, not necessarily in the
immediate future.
Step 3—ON SERIOU.S.LY
CONSIDERING LIST:
Seriously considering in next 2 years.
Step 4—CREATING A
“VACATION MOVIE”:
Started to gather information about Canada from
various sources – friends, the internet, articles,
brochures. This is where you really start your serious
investigation. Trying to get an idea of specifically what
you would be doing during the day, in the evening,
whether there will be enough to do, reassuring yourself
that this will be a truly memorable experience. In short,
creating a movie in your head.
Step 5—DETAILED
ITINERARY PLANNING:
Currently planning the details of my itinerary to Canada.
Step 6—FINALIZING
FLIGHT/LAND
ARRANGEMENTS:
In the process of working out the details of flight and
land arrangements to Canada.
Step 7—PURCHASE:
•
The prospect has already booked.
Page 147
8.1
b)
The Buy Cycle Model – U.K.
Buy Cycle Influencers - General
•
The key influencers that drive prospective travellers to each stage are
outlined below:
Step 1 – First Aware
•
Awareness generally starts early in life for traditional destinations, usually
in school. For relatively new prospective travel countries (e.g., Dubai),
television travel shows or news coverage can create the initial awareness.
Step 2 – Getting on the Dream List
•
•
There are a number of factors that get a destination on the “Dream List”.
Clearly, it is one (or a few) icons in that country that drives initial appeal.
•
“I really want to see the Terracotta Warriors” (China)
•
“The Rockies” (Canada)
•
“The Great Barrier Reef” (Australia)
•
“Go on Safari” (Africa)
•
“The magic of New York City” (U.S.A.)
Common influencers to get a destination on the “Dream List” include:
•
TV shows
•
Friends who have been there
•
Feature films
Page 148
8.1
The Buy Cycle Model – U.K.
Step 3 – Getting on the Serious Consider List
At this stage the dream has moved into the near term reality stage. This can be
stimulated by:
•
Finances – I’ve got the money now to take a long-haul trip
•
Time – I have the time available
•
Friends are raving about the place from a previous visit
•
Pressure from family and friends at the destination to come and visit
•
Aging – must see the country before my health does not permit it
The persuasion of friends often creates peer pressure to conform.
Further, travel is important as status and to visit an uncommon destination first
creates bragging rights.
Step 4 – Creating a Detailed “Movie”
At this stage, prospects start to create a “movie” in their heads about what the
trip could be like:
•
Friends who have been there (highly influential)
•
The internet (a multitude of site checks)
•
Brochures from travel agents (to get itinerary ideas, not necessarily to
purchase)
•
Friends and relatives at the destination
•
Magazine articles
•
Television shows
Page 149
8.1
The Buy Cycle Model – U.K.
Step 5 –Detailed Itinerary Planning
•
The internet is the key source to organize the itinerary, as well as agent
brochures.
Step 6 – Finalizing Flight/Land Arrangements
•
Often on the net, but many are agents.
Step 7 – Purchased
•
The trip is now sold.
Page 150
8.1
c)
The Buy Cycle Model – U.K.
Buy Cycle Influencers - Canada
•
The process is fundamentally similar for Canada.
Step 1 – First Aware
•
Typically learned about Canada in school.
Step 2 – Getting on the Dream List
•
•
Usually a desire to see the Rockies and, for many, Niagara Falls, to feel
the vastness, clean and peaceful environment.
•
“I saw the Rocky Mountaineer train on a television
programme.”
•
“I carry this picture of a home in Nanaimo on a lake. It
looks like a peaceful place. There is so much to see”
As discussed later, very important learning here is that the powerful desire
to visit Canada is driven typically by a nature iconic image and the “movie”
at this stage does not constitute a full or balanced concept of a viable
vacation. There are still many unknowns about what else there is to do
and places to stay.
Step 3 – Getting on the Serious Consider List
For those who have advanced beyond the dream stage, the drivers are usually:
•
Ads that communicate affordability (e.g., Zoom ads).
•
These budget airline ads are very important in bringing the destination
closer perceptually.
•
•
“It feel within reach”
A desire to go there before health deteriorates (a finding which supports
the popularity of Canada among the age 50+).
Page 151
8.1
The Buy Cycle Model – U.K.
•
Friends who have been there raving about the beauty plus the English
speaking factor, it is more sophisticated than expected, the good
exchange rate (purchasing power).
•
They have visited other priority destinations (particularly America) and it is
now time for Canada.
Step 4 – Creating a Detailed “Movie”
•
“I saw myself sightseeing in the cities and seeing the
lakes”
•
“The movie became exciting when I could see we would
be enjoying ourselves”
•
“Collected brochures”
•
“Began to design an itinerary”
•
“Went to the library to get books”
•
“The internet”
Page 152
8.1
d)
The Buy Cycle Model – U.K.
Bottlenecks and Barriers – Canada
•
The chart below illustrates how far the long-haul travel market has
advanced along the Buy Cycle path for a trip to Canada.
Exhibit Section 8-2: Buy Cycle Model – Bottlenecks and Barriers - Canada
Step1—AWARE:
100%
Undoubtedly, virtually all will have heard of Canada.
Step 2—ON DREAM LIST:
96%
Virtually all British dream about visiting Canada some
day.
Step 3—ON SERIOU.S.LY
CONSIDERING LIST:
44%
Step 4—CREATING A
“VACATION MOVIE”:
16%
Step 5—DETAILED
ITINERARY PLANNING:
4%
Step 6—FINALIZING
FLIGHT/LAND
ARRANGEMENTS:
1%
Step 7—PURCHASE:
1%
Still a very large prospect base – over 4 in 10 claiming
to be seriously considering Canada in the next 2 years.
Here is the major bottleneck. Only 16% have
advanced to the stage of researching a Canadian trip –
creating their personal vacation “movie”. As many as
28% are “stuck” at the serious consider stage.
These prospects have now moved to the detailed
itinerary stage.
Í These will likely follow through.
These
will likely follow through
A small percentage in comparison to the potential at
stages 2 and 3.
Page 153
8.1
e)
The Buy Cycle Model – U.K.
Projected Market Size
•
There are 27.5 million potential long-haul travellers in the U.K. out of a
population of 47,634,000 age 18 and over.
Exhibit Section 8-3: Buy Cycle Model – Projected Market Size
Step1—AWARE:
27,485,000
Assumes all heard of Canada.
Step 2—ON DREAM LIST:
26,304,000
Almost all British long-haul travellers dream
about visiting Canada.
Step 3—ON SERIOU.S.LY
CONSIDERING LIST:
12,109,000
As many as 12.1 million are at the serious
consider stage for the next 2 years.
Step 4—CREATING A
“VACATION MOVIE”:
4,421,000
A full 7.7 million have not advanced to Stage 4
– a huge blockage.
Step 5—DETAILED
ITINERARY PLANNING:
1,002,000
These individuals have advanced and will likely
follow through.
Step 6—FINALIZING
FLIGHT/LAND
ARRANGEMENTS:
Step 7—PURCHASE:
357,000
206,000
These individuals will likely follow through.
Booked at time of survey.
Page 154
8.1
The Buy Cycle Model – U.K.
Implications
The Partners need to focus more on Stage 4 – helping serious prospects create
their personal Canadian vacation movie, rather than building initial awareness,
(Stage 1), getting Canada on the Dream List (Stage 2) or even on the Serious
Consider List (Stage 3).
Access to Detail
To create a “movie”, prospects need access to detail – especially itinerary ideas.
•
Given the importance of the internet they must be strongly encouraged to
visit the most appropriate Canadian websites.
•
Once on these sites they need help in creating itinerary ideas.
•
Then, to elaborate on key attractions and locations on route, short video
clips can work very effectively, as well as any other descriptive material
that will aid the prospect in visualizing him/herself in the scene having a
wonderful time.
•
Blogs from past visitors are also welcome, as long as they are trustworthy
as legitimate experiences by real travellers.
Viral Marketing
•
Friends, especially previous visitors or residents are so highly influential
that the Partners need to seriously explore viral marketing ideas.
•
Ways must be developed to encourage friends or past visitors to “spread
the word”.
Itinerary Ideas
•
One of the reasons agent/operator brochures are popular sources of
“movie” planning is because they provide itinerary ideas and help the
prospects get their heads around their personal vacation concept.
Consequently, advertising can focus on promising “brilliant” itinerary ideas
on the Partners’ websites.
Page 155
8.1
The Buy Cycle Model – U.K.
Fighting Procrastination
•
Facilitating personal “movie” creation helps the prospective visitor to
stimulate themselves and drive them toward moving on their dream.
•
However, industry advertising for low cost flights also helps to
communicate viability (“Canada seems so much closer when the fare is so
low”), as do ads featuring time specific special events.
•
Procrastination is Canada’s worst enemy. Helping prospective visitors
generate their own excitement is the best route to stimulating near term
travel.
Page 156
Section 9:
Regional Opportunities
Page 157
9.1
Places Visited in Canada
Ontario and British Columbia were the most popular provinces to visit by Brits
(by 51% and 44%, respectively) on their last trip. Alberta and Quebec also
generated solid traffic (31% and 24% respectively). Atlantic Canada attracted
13%.
Cross-Canada travel, though, appealed to only 20% while the majority focused
on only one region (east or west).
Exhibit Section 9-1: Places Visited in Canada
Both Western and Eastern
Canada:* 20%
West only: 33%
East only: 47%
Yukon North West
5%
Territories Nunavut
4%
3%
British
Columbia
Manitoba
44% Alberta
5%
Ontario
31%
51%
Saskatchewan
6%
Atlantic Canada
13%
Quebec
24%
Nova Scotia: 9%
Newfoundland: 5%
PEI: 7%
New Brunswick: 5%
Source: Quantitative Survey Q.8b1
1
Base = Past 3 years travellers to Canada (n=884)
Q. 8b IF CANADA IN Q. 8a) ASK) While you were in Canada on that trip, which of the
following places did you visit, if any?
*Eastern Canada includes Ontario, Quebec and Atlantic Canada
Western Canada includes Manitoba, Saskatchewan, Alberta, British Columbia
Page 158
9.2
Provinces Visited in Canada — Trends
In the past 10 years, Western Canada has become far more popular than in
1997.
Exhibit Section 9-2: Provinces visited trends
1997
2007
%
%
Ontario
58
51
British Columbia
29
44
Quebec
25
24
Alberta
22
31
Newfoundland
5
5
Manitoba
1
5
Provinces Visited Most Recent Trip
Page 159
9.3
Duration – By Province
Ontario captured an average of 5.1 nights of the 12.9 spent in Canada, ahead of
British Columbia (3.5 nights) and Alberta (1.9 nights) and each of the other
regions.
Exhibit Section 9-3: Number of Nights Spent in Each Province
Among Past 3 Years Travellers to Canada
Ontario
5.1
B.C.
3.5
Alberta
Quebec
Other
1.9
0.9
1.4
Total # of nights in Canada 12.9
Source: Quantitative Survey Q.10d1
1
Base= n=884
Q. 10d (IF CANADA IN Q. 8a) ASK (ONLY LIST PLACES VISITED IN Q. 8b) How many
nights did you spend in each area on that trip?
Page 160
9.4
Trip Characteristics
British Columbia
Among UK travellers visiting British Columbia, half also ventured into Alberta,
one-quarter the Yukon, but only 4 in 10 Eastern Canada on the same trip.
Time in Canada averaged 20 nights, 8 of which were in British Columbia.
Other trip characteristics:
•
Season – April to September.
•
FIT – 84% FIT, as many as 54% no package.
•
Accommodation—Mid-priced hotels/motels most common,
followed by resort hotels and the home of friends/relatives.
•
Purpose of Trip--Beyond nature, visitors wanted to see new
places, experience the local culture and relax and unwind, often
with local friends or relatives.
Alberta
Visits to Alberta are usually in conjunction with a BC visit (78%), but only in a
minority of cases Eastern Canada (37%). As with BC, most UK residents are
focused on one region, not a cross Canada trip.
Alberta captures 6.4 nights out of a 15.1 nights in Canada.
Other trip characteristics:
•
Season – April to September preferred
•
FIT – 79% FIT, 52% no package.
•
Accommodation – resorts and mid-price city hotels dominate on
the trip.
•
Purpose of trip – very similar to B.C. Beyond nature, visitors
wanted to see new places, experience the local culture and
relax and unwind, often with local friends or relatives.
Page 161
9.4
Trip Characteristics
Ontario
UK visitors to Ontario spent most of their time within the province—as many as 9
out of 13 nights in Canada on average. Only 30% also visited Western Canada
and only 33% Quebec.
Further, only 10% of Ontario visitors spend less than 5 nights away from home,
so the incidence of weekend trips to Toronto at this point will be quite low.
Other trip characteristics:
•
Season – Spring and Summer most common.
•
FIT – 86% FIT, as many as 62% no package.
•
Accommodation – Mid-priced city hotels/motels most popular
commercial accommodation.
•
Purpose of trip – Enjoying nature, but also experiencing the
Canadian way of life – seeing new places, visiting and
socializing with friends/relatives and enjoying the culture.
Atlantic Canada
Many UK visitors to Atlantic Canada are on an extensive cross-Canada trip –47%
visiting Western Canada, 49% Ontario and 47% Quebec on the same journey.
Atlantic Canada, however, does captures 6 nights out of a total of 13 nights in
Canada on average.
Other trip characteristics:
•
Season – April to September.
•
FIT – 94% FIT, groups only 6%.
•
Accommodation – A mix of hotels/motels at different price
levels and B&B’s are common commercial properties.
•
Purpose of trip – Experiencing local culture and interacting with
locals is very important. However, seeing beautiful nature as
well as regional history are also popular.
Page 162
9.4
Trip Characteristics
Exhibit Section 9-4: Trip Characteristics – Among those Who visited B.C.,
Alberta, Ontario and Atlantic on Most Recent Canadian Trip
Visited on Recent Canadian Trip
British
Columbia
Alberta
Ontario Atlantic
(401)
(281)
(490)
(102)
%
%
%
%
Other Canadian Regions Visited
Western Canada (net)
British Columbia
Alberta
Saskatchewan
Manitoba
100
100
54
11
9
100
78
100
18
11
30
26
18
6
7
47
45
28
16
17
Yukon/NWT/Nunavut
Eastern Canada (net)
Ontario
Quebec
Atlantic
Nova Scotia
Newfoundland/Labrador
PEI
New Brunswick
Duration (Avg)
Total nights on trip
Nights in Canada
Nights in province
Month of Travel
January-March
April-June
July-September
October-December
FIT vs. Group
Total FIT
FIT – benefit package
FIT – no package
Total Group
23
38
33
19
13
9
8
8
6
26
37
34
20
11
10
8
9
7
13
100
100
34
11
8
6
6
6
59
100
49
47
100
74
41
52
43
19.7
14.7
8.0
19.7
15.1
6.4
18.9
13.1
9.0
22.1
13.3
5.9
14
32
45
10
11
30
47
12
10
29
44
17
13
29
45
13
84
30
54
16
79
28
52
21
86
23
62
14
94
46
46
6
Page 163
9.4
Trip Characteristics
Visited on Recent Canadian Trip
British
Alberta
Ontario Atlantic
Columbia
(401)
(281)
(490)
(102)
%
%
%
%
Type of Accommodation
Mid-priced city hotel/motel
Resort hotel
Home of friend or relative
Luxury city hotel
Budget city hotel
Bed and breakfast
Cottage/cabin
On a cruise ship
Authentic wilderness lodge
Guest ranch
Camping
On a farm
Caravan/motor home
Other
Trip Expenditure
Under £2,000
£2,000-<£4,000
£4,000-<£6,000
£6,000-<£8,000
£8,000+
Mean (£ UK Pound)
Value for Money
Excellent value
Very good value
Good value
Fair value
Poor value
Recommended to Others
Definitely will
Very likely
Somewhat likely
Not likely
48
30
29
24
14
13
9
11
4
3
4
2
4
6
49
39
27
25
13
14
10
10
5
4
2
2
4
7
56
13
36
24
16
10
6
3
1
2
1
1
2
5
44
17
28
27
13
22
9
10
2
6
6
4
8
5
27
28
22
14
10
4,200
26
29
23
11
11
4,300
42
32
14
7
6
3,000
27
24
22
17
11
4,700
44
36
17
2
1
44
38
15
3
1
39
40
17
3
1
41
33
19
7
--
65
27
7
1
66
28
3
3
54
34
9
3
49
35
8
7
Page 164
9.4
Trip Characteristics
Visited on Recent Canadian Trip
British Columbia Alberta Ontario Atlantic
(401)
(281)
(490)
(102)
%
%
%
%
Purpose of Trip – All
To see new places
To enjoy the natural scenery – lakes, rivers,
waterfalls, glaciers, trees, beaches and
mountains
To relax, unwind and decompress
To experience local culture
To visit friends and relatives
To go shopping
To visit historic sites, museums, or galleries
To interact with the local people
For entertainment and nightlife
To be together as a family
Low rates, good deals, and discounts
To realize a long term dream
To visit protected areas, including nature
reserve, regional or national parks
To experience big cities in another county
To see and watch wildlife
To attend festivals and/or events
To participate in outdoor activities
Honeymoon
A trip that combined business with pleasure
To visit a spa, health centre, or hotsprings
To view aboriginal sites and events
To go downhill skiing or snowboarding
Other reason
Source: Quantitative survey Q.8b, 9a, 10, 11, 16, 18, 19b-d1
61
79
58
82
56
68
62
65
40
42
42
24
36
32
16
21
15
30
47
40
42
42
21
39
33
12
22
15
34
55
35
41
54
33
38
32
18
24
15
24
32
34
49
39
25
43
41
24
24
19
29
42
23
44
10
21
6
6
8
11
12
4
21
49
12
24
8
5
11
12
14
6
29
23
12
10
4
7
5
7
5
5
27
39
13
19
16
13
14
14
10
5
1
Q.8b (IF CANADA IN Q. 8a) ASK) While you were in Canada on that trip, which of the
following places did you visit, if any?
Q.9a
What were your reasons for travelling to (Q.8a DESTINATION)
Q.10 On that trip to (Q. 8a) DESTINATION), how many nights, in total, were you away from
home?
Q.11 And when did you take that trip to (DESTINATION IN Q.8a
Q.16 On that trip, did you travel with your immediate party only or as part of a larger group
tour?
Q.18 In what type of accommodation did you stay?
Q.19b What was the total cost of that trip to (DESTINATION IN Q. 8a) for you and your
immediate travel party, including airfare and all other costs?
Q.19c Overall, how would you rate that trip on value for money – excellent, very good, good,
fair, poor value for money?
Q.19d
How likely are you to recommend that destination to others?
*Less than 0.5%
Page 165
9.5
Activities Participated In
The activity pattern for all regions is remarkably similar. In part this is due to
the fact that the activity question is a trip based one – not a province specific
one – and there is plenty of multiple province visiting.
However, the more relevant fact is that the British are essentially looking for the
same fundamental product in all regions of the country.
•
Seeing the region’s unique natural beauty.
•
Visiting places of historical interest.
•
Spending time in smaller towns and getting to know the local inhabitants.
The VFR factor cannot be ignored. Between 50% and 59% visited with friends
or relatives and those, of course, provide a conduit to get closer to the Canadian
life style.
The unique natural features of each region came through as important
attractions—mountains in BC and Alberta, glaciers in the latter, the coastline of
Atlantic Canada and the urban benefits of Ontario.
Page 166
9.5
Activities Participated In
Exhibit Section 9-5: Activities Participated In – Among those Who Visited B.C.,
Alberta, Ontario and Atlantic on Most Recent Canadian Trip
Visited on Recent Canadian Trip
British
Alberta
Ontario Atlantic
Columbia
(401)
(281)
(490)
(102)
%
%
%
%
Activities Participated In
Visiting places of historical interest
Seeing beautiful beaches and
coastlines
Fine dining
Visiting small towns
Sunbathing or other beach activities
Getting to know the local inhabitants
Seeing old architecture
Taking city tours
Observing wildlife in their natural
environment
Visiting museums or art galleries
Viewing rivers or waterfalls
Attending theatres, clubs or shows
Viewing mountains
Visiting friends or relatives
Visiting wilderness areas
Seeing modern architecture
Visiting world heritage sites
Staying at a luxury resort
Taking nature tours
Attending festivals or fairs
Trekking in a nature area
Aboriginal cultural experiences,
celebrations, and attractions
Visiting a spa
Visiting casinos
Taking a cruise
69
56
68
49
73
36
67
61
60
74
19
51
52
64
74
61
80
18
49
55
61
81
59
69
21
54
54
64
46
51
67
32
58
59
66
62
55
83
36
88
50
70
47
48
24
48
29
43
28
54
86
31
91
50
76
44
53
26
53
27
44
28
55
81
42
48
59
41
50
47
15
31
30
25
21
57
73
43
72
57
61
49
47
26
41
34
44
26
22
11
26
23
12
24
15
17
15
26
24
32
Page 167
9.5
Activities Participated In
Visited on Recent Canadian Trip
British
Alberta
Ontario Atlantic
Columbia
(401)
(281)
(490)
(102)
%
%
%
%
Activities Participated In
Taking a garden or flower tour
Canoeing/kayaking/boating
Taking wine/culinary tour
Taking a rail tour
Attending professional sporting events
Whale watching
Visiting hotsprings
Viewing autumn leaves
Camping in a natural setting
Cycling
Viewing glaciers
Trail riding on horseback
Golfing
Sport fishing
Attending rodeos
Viewing Aurora Borealis (Northern
Lights)
Downhill skiing or snowboarding
Hunting
Heli/cat skiing
Dog sledding
31
21
16
30
17
36
27
21
17
16
48
12
8
11
10
11
32
23
14
32
18
33
35
25
15
17
61
13
9
7
14
12
17
15
17
19
19
12
12
28
10
10
15
8
7
8
5
8
26
26
24
34
32
37
20
38
30
22
23
18
16
26
14
20
14
6
6
8
16
6
7
10
6
4
4
4
19
18
16
18
Source: Quantitative Survey Q.19a1
1
19a)
Which, if any, of the following activities did you participate in while on that trip to
(DESTINATION IN Q. 8a
Page 168
9.6
Travel Party
For each region, group travel is 20% or less.
Typical travel parties include:
•
Spouses/significant others (57% to 67%)
•
Adults only (82% to 86%)
•
More than one person (80% to 86%)
Page 169
9.6
Travel Party
Exhibit Section 9-6: Travel party – Among those who visited B.C., Alberta,
Ontario, and Atlantic on Most Recent Canadian Trips
Visited on Recent Canadian Trip
British
Alberta
Ontario Atlantic
Columbia
(401)
(281)
(490)
(102)
%
%
%
%
FIT vs. Group
Immediate party only
Part of larger group
Party Composition
Spouse/significant other
Children
Travelled alone
Friends
Other relatives
Parents
Organized group/club
Business associates/colleagues
84
16
79
21
86
14
94
6
67
16
14
14
9
7
3
1
67
17
14
13
8
6
4
1
61
18
14
13
10
7
3
2
57
14
20
17
8
8
4
2
Source: Quantitative survey Q.12, 161
1
Q.12 With whom did you travel on that trip to (DESTINATION IN Q.8a)
Q.16 On that trip, did you travel with your immediate party only or as part of a larger group
tour?
Page 170
9.7
Trip Planning
British Columbia
•
Friends and relatives are prime sources of inspiration to travel to Canada
and to include British Columbia.
•
The internet, used more for planning purposes, is a source of inspiration
for only 19%.
•
The lead time is longer than for other provinces:
•
42.3 weeks planning in advance
•
21.0 weeks booking in advance
•
Only half book through an agent. Direct to airline is high--at 45% and
hotel at 24%.
•
Use of the online channel for booking purposes, regardless of the retailer,
is as high as 85%. Clearly, the British are very comfortable with the
internet for transactions.
Alberta
•
As with B.C., friends and relatives are prime sources of inspiration to
travel to Canada and to include British Columbia.
•
The internet, used more for planning, is a source of inspiration again for
only 18%.
•
The planning lead time is shorter than for BC, but not the booking:
•
•
36.3 weeks planning in advance
•
22.5 weeks booking in advance
Online use for booking is a high 78%.
Page 171
9.7
Trip Planning
Ontario
•
The sources of inspiration are similar to those of Western Canada visitors
– friends, relatives very dominant.
•
Internet as an influencer is at only 17%. The average planning lead time
is relatively short – 29.3 weeks.
•
Only a minority book through agents (43%) – the rest direct.
•
Online use for booking is at 86%.
Atlantic Canada
•
Visitors are more inspired by published stories and television shows,
suggesting that Atlantic Canada has seen some inspirational publicity in
Britain recently. However, the inspiration driven by friends or relatives
still leads.
•
The majority are booking direct to airlines (57%) and/or hotels (35%).
Agents handle only 40% of bookings.
•
Promotion of direct flights into Halifax by carriers may be a factor driving
direct bookings.
Page 172
9.7
Trip Planning
Exhibit Section 9-7: Trip Planning – Among those Who Visited B.C., Alberta,
Ontario, and Atlantic on Most Recent Car Trip
Visited on Recent Canadian Trip
British
Columbia
Alberta
Ontario
Atlanta
(401)
(281)
(490)
(102)
%
%
%
%
All Source of Inspiration for Trip Planning
Friend or relative
57
55
59
52
The internet
19
18
17
24
Destination travel guide
17
19
12
21
Television travel shows
11
13
10
20
Travel agent/tour operator
10
11
7
10
Saw a film on destination
8
9
6
12
Story in magazine or newspaper
10
10
7
13
Business reasons
5
5
6
12
Other television show
5
6
4
13
Direct mail or email advertising
4
5
3
13
Consumer travel trade show
4
4
3
8
A news story
5
4
3
9
Celebrity travelled there
3
4
2
10
Planning Horizons
Average # of weeks
42.3
36.3
29.3
37.9
Booking Horizons
Average # of weeks
21.0
22.5
18.5
20.8
How Trip Was Booked
Booked through a travel agent/package provider (net)
51
56
43
40
In person
27
27
22
27
Online
14
15
12
7
Via phone
14
17
11
14
Airline (net)
45
41
49
57
Via their website
41
36
42
49
Via phone, email or in person
7
7
9
14
Hotel (net)
24
21
23
35
Via their website
21
20
21
31
Via phone
7
5
5
9
Other online travel supplier
Other
Total Online
Source: Quantitative Survey Q.14a, 15 a-c1
9
5
85
8
6
78
11
4
86
1
Q.14a Were any of the following a source of inspiration for you to decide to travel to
(DESTINATION IN Q.8A).
Q.15a How long before your trip did you definitely decide to go on that trip to
(DESTINATION IN Q.8a
Q.15b And how long before your trip did you actually book it?
Q.15c How did you book that trip?
Page 173
7
3
93
9.8
•
•
Traveller Profile
The profiles of visitors to each region have many similarities:
•
Slight skew to females
•
Over half have close connections in Canada
•
Usually married/living together
•
Employed and well educated
•
Incomes over £25,000 annually
Differences tend to relate to age:
•
Visitors to BC and Alberta often age 50+ with one in four retired
•
Ontario and Atlantic Canada attracting younger travelers (often
under 40).
Page 174
9.8
Traveller Profile
Exhibit Section 9-8: Profile of those who visited B.C., Alberta, Ontario and
Atlantic on Most Recent Canadian Trips
Visited on Recent Canadian Trip
British
Columbia
Alberta
Ontario Atlantic
(401)
(281)
(490)
(102)
%
%
%
%
Age
18-29
30-39
40-49
50-59
60+
Gender
Male
Female
City
South East
Greater London
South West
North West/Merseyside
Scotland
West Midlands
Yorkshire/Humberside
East Midlands
North East
Wales
Eastern
Close Friends/Relatives in Canada
Yes
No
Marital Status
Married/living with someone
Single
Divorced/widowed/separated
Household Composition
Adults only
With children<18
17
24
15
23
21
16
20
15
27
23
20
25
18
20
17
25
28
20
13
15
47
53
46
54
43
57
52
48
24
16
9
8
10
6
6
6
6
6
4
21
15
11
7
11
6
7
9
4
6
5
21
13
8
9
16
6
6
9
4
5
3
29
21
7
4
9
9
8
7
2
3
2
54
46
55
45
62
38
57
43
78
14
7
79
12
8
71
20
8
80
16
4
71
29
70
30
67
33
58
42
Page 175
9.8
Traveller Profile
Visited on Recent Canadian Trip
British
Alberta
Ontario Atlantic
Columbia
(401)
(281)
(490)
(102)
%
%
%
%
Occupation
Total employed
Senior unskilled manual worker
Skilled manual worker
Supervisory or clerical/junior
managerial/professional/administrative
Intermediate managerial / professional
/administrative
Higher managerial / professional/
administrative
Self employed
Employed part time
Student
Housewife/husband
Retired/semi –retired
Other
Education
Less than secondary/secondary school
A levels/AS levels/Scottish
Highers/GNVQ/BTEC
Undergraduate degree or equivalent
Post graduate degree or equivalent
Household Income (annual gross £)
Under £20,000
£20,000 - <£25,000
£25,000 - <£30,000
£30,000 - <£40,000
£40,000 - <£50,000
£50,000+
63
2
5
18
61
2
7
17
63
3
4
20
69
4
10
19
19
18
22
23
10
10
7
8
6
4
6
3
23
1
5
3
5
5
25
1
5
3
7
6
18
2
3
2
8
4
16
1
17
25
17
28
16
31
18
23
31
24
32
20
33
16
38
19
12
8
11
16
11
22
12
8
11
17
13
23
14
8
11
16
13
21
12
5
11
14
10
30
Source: Quantitative Survey Q.1,2,3a,28-34 (basic data)
CAD Equivalent (Bank of Canada exchange rate, November 28, 2007)
<£20,000 = <$40,998 CAD
£20,000 - <£25,000 = $40,998
£25,000 - <£30,000 = $51,248
£30,000 - <£40,000 = $61,497
£40,000 - <£50,000 = $81,996
£50,000+ = $102,495+ CAD
-
<$51,248 CAD
<$61,497 CAD
<$81,996 CAD
<$102,495 CAD
Page 176
Section 10:
Claimed Barriers to Canada Travel
Page 177
10.1
Major Barriers to Canada Travel
Concern about cost predictably surfaces as the top reason for procrastinating on
a trip to Canada. Second, and related, is a desire for travel deals and not finding
relevant ones.
Many of the other chief concerns are also about the need for information—where
to go, accommodation available, where to get information on the internet and
what else there is to do beyond nature viewing.
Exhibit Section 10-1: Major Barriers to Canada Travel
Among Those Not Likely to Visit Canada in Next 12 Months
Extremely/Very Important Barriers*
56%
Concerns about the cost
Insufficient information or knowledge about what deals are
available
Insufficient information or knowledge about where to go in
Canada
Insufficient information or knowledge about types of
accomodation available
Insufficient information or knowledge about where to get
information on the internet
Insufficient information or knowledge about what there is
to do besides seeing nature
46%
41%
38%
32%
31%
29%
Concerns about the weather
Concerns about distance between accomodation and
nature based activities
Insufficient information or knowledge about cultural
activities available
26%
Concerns about safety in Canadian nature
26%
Concerns about country too vast for a one or two week
holiday
Insufficient information or knowledge about restaraunts
bars and clubs
26%
25%
Concerns about lack of convenient flight to Canada
24%
Insufficient information or knowldege about nightlife and
entertainment options
Concerns about greenhouse gas emissions due to air
travel
Concerns about not being able to speak the language
26%
20%
11%
9%
Source: Quantitative Survey Q. 261
1
Base=n=1,576
Q.26
Some people are very interested in visiting Canada, yet have decided to put the trip off to a later
year. From your personal point of view, how important are each of the following factors, if at all, in
preventing you from travelling to Canada in the next 12 months?
* The list of potential barriers was derived from the focus groups. The question uses a scale approach to
measure the magnitude of each of the prospective barriers.
Page 178
Section 11:
Media
Page 179
11.1
Source of Inspiration
Friends and relatives are the principle source of inspiration for choosing a
destination.
The internet and travel guides (which typically provide planning information
including itinerary ideas) round out the top three.
Exhibit Section 11-1: All Source of Inspiration – By All Destinations
Percent Among Past 3 Years Travellers
All Source of Inspiration
Friend or relative
46%
The internet
18%
Destination travel guide
13%
Television Travel show
12%
Travel agent/tour operator
9%
Have been before
7%
Saw a film on destination
6%
Story in magazine or newspaper
6%
Business reasons
3%
Other television show
3%
Direct mail or email advertising
2%
Consumer travel trade show
2%
News story
2%
Celebrity travelled there
1%
Source: Quantitative Survey Q.14a1
1
Base=n=2,232
Q.14a Were any of the following a source of inspiration for you to decide to travel to
(DESTINATION IN Q.8A)?
Page 180
11.2
Source of Inspiration – by Destination
For trips to Canada, friends and relatives are unquestionably the dominant
source of inspiration for UK travelers (as many as 57%).
The internet is second, but far behind in comparison (15%).
Friends are a major source of inspiration for other destinations as well—
especially Australia. As discussed in the focus group findings, the British are
highly social and to visit friends or listen to the advice of local friends upon
returning is a natural path.
Exhibit Section 11-2: All Source of Inspiration – by Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Source of Inspiration - All
Friend or relative
45
64
48
57
The internet
19
12
20
15
Destination travel guide
16
13
12
12
Television travel shows
13
12
11
8
Travel agent/tour operator
10
6
7
7
Have been before
5
--
7
4
Saw a film on destination
8
6
7
6
Story in magazine or newspaper
7
7
6
6
Business reasons
6
3
3
5
Other television show
4
4
4
3
Direct mail or email advertising
2
2
2
2
Consumer travel trade show
3
4
1
2
News story
4
1
1
2
Celebrity travelled there
3
5
1
1
Source: Quantitative Survey Q.14a
Q.14a Were any of the following a source of inspiration for you to decide to travel to
(DESTINATION IN Q.8A)?
Page 181
11.3
Primary Source of Inspiration
Further proof of the influence of friends/relatives--they are by far the dominant
influencer for long-haul travel. Only 9% mentioned the internet, 5% travel
television shows.
In 1997, as many as 73% of travel agents claimed that they were influenced in
the specific destination chosen. However, here only 4% travellers cite them as a
source of destination inspiration. Clearly, the source of influence has changed.
Exhibit Section 11-3: Primary Source of Inspiration – By All Destinations
Percent Among Past 3 Years Travellers
Primary Source of Inspiration
Friend or relative
38%
The internet
8%
Have been before
6%
Television travel show
5%
Destination travel guide
5%
Travel agent/tour operator
4%
Business reasons
2%
Saw a film on destination
2%
Story in a magazine or newspaper
1%
Other television show
1%
Direct mail or email advertising
1%
News story
*
Celebrity travelled there
*
*
Consumer trade show
Other
None/not stated
10%
17%
Source: Quantitative Survey Q.14b1
1
Base=n=2,232
Page 182
11.4
Primary Source of Inspiration – by Destination
With Canada, friends and relatives far outweigh other sources of inspiration.
Exhibit Section 11-4: Primary Source of Inspiration – by Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Primary Source of Inspiration
Friend or relative
37
53
40
49
The internet
9
4
8
5
Have been before
5
--
7
3
Television travel shows
5
7
5
4
Destination travel guide
7
4
4
5
Travel agent/tour operator
2
*
3
3
Business reasons
4
2
1
3
Saw a film on destination
3
1
2
2
Story in magazine or newspaper
2
1
1
2
Other television show
1
1
1
1
Direct mail or email advertising
1
1
1
*
News story
1
--
--
1
Celebrity travelled there
1
1
*
*
Consumer travel trade show
*
--
*
*
Other
10
10
10
10
None/not stated
14
16
16
13
Source: Quantitative Survey Q.14b
Q.14b Which of those was the main source of inspiration for choosing that destination?
*Less than 0.5%
Page 183
11.5
Specific Sources Used for Trip Decision
Among the few who mentioned that television travel programming was
influential, BBC Holiday, followed by Sky Travel, was the most often cited.
Exhibit Section 11-5: Specific TV Travel Show and Other TV Shows Used
Percent Among Travellers Using Each Medium
Television Travel Shows (n=237)
Other Television Shows Used (n=57)*
Major Mentions
%
Major Mentions
%
BBC Holiday/Holiday
27
Sex and the City
13
Sky Travel/Sky Travel Shop
19
Wildlife/Nature programs (non-specific)
11
Wish You Were Here
10
BBC Holiday/Holiday
11
Travel programs/shows (non-specific)
4
Travel programs/shows (non-specific)
10
BBC Mentions (non-specific)
3
Friends
8
BBC Travel
3
Other TV shows/dramas
6
Various shows
3
Discovery Channel
6
Thompson Travel
3
Sky Travel/Sky Travel Shop
4
Thomas Cook
2
Movie mentions
3
Wildlife/Nature programs
2
Lonely Planet/Planet
3
Pole to Pole
3
Around the World in 80 Days
3
Source: Quantitative Survey Q.14 c, d
* Caution small base size
Q.14c
Q.14d
(IF TELEVISION TRAVEL SHOWS IN Q.14a) ASK You mentioned “television travel shows” as
a source of inspiration, which television travel shows in particular were a source of inspiration?
(IF OTHER TELEVISION SHOWS IN Q.14a) ASK You mentioned “other television shows” as a
source of inspiration, which television shows in particular were a source of inspiration?
Page 184
11.6
Specific Websites Used for Trip Decision
Popular word search sites are the main gateways to travel information (to 64%).
General travel sites (48%), traveler review sites (42%), hotel sites were next,
followed by national tourist offices (38%).
Exhibit Section 11-6: Specific Websites Used
Percent Among Travellers Using Internet
Word/phrase search engine (e.g.,
Google, Yahoo, MSN)
General travel sites (e.g., Expedia,
Travelocity)
Traveller review sites (e.g.,
tripadvisor.com)
64%
48%
42%
42%
Hotel websites
National tourist offices
38%
Airline websites
38%
34%
Resort websites
31%
Tour operator sites
Other government tourist
organizations
24%
15%
Car rental websites
11%
Local travel agencies online
Other private sector sites
Travel blogs
Other sites
3%
1%
3%
Source: Quantitative Survey Q.14e1
1
Base=n=385
Q.14e (IF INTERNET IN Q. 14a) ASK) You mentioned that you use the Internet as a source of
inspiration. Did you use any of the following sites
Page 185
Section 12:
Trip Planning
Page 186
12.1
Trip Planning/Booking Leadtime
The British plan their trips 8 months in advance, booking them relatively early--5
months in advance.
Exhibit Section 12-1: Trip Planning/Booking Leadtime – By All Destinations
Percent Among Past 3 Year Travellers
Planning Leadtime
Less than 1
month
Booking Leadtime
Less than 1 month
12%
1 - 2 months
14%
2 - 3 months
13%
1 - 2 months
11%
2 - 3 months
12%
3 - 6 months
3 - 6 months
More than 6
months
Average # of weeks
16%
27%
28%
More than 6 months
34%
33%
30.6
Average # of weeks 18.7
Source: Quantitative Survey: Q. 15a,b1
1
Base=n=2,232
Q.15a How long before your trip did you definitely decide to go on that trip to
(DESTINATION IN Q.8a)?
Q.15b And how long before your trip did you actually book it?
Page 187
12.2
Trip Planning/Booking Leadtime – by Destination
Planning and booking lead times are quite typical for Canada—again, booking
very early relative to France and Germany.
Exhibit Section 12-2: Trip Planning/Booking Leadtime – by Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Planning Leadtime
Less than 1 month
17
11
7
9
1 – 2 months
16
9
13
11
2 – 3 months
13
14
13
12
3 – 6 months
25
26
31
32
More than 6 months
30
42
36
36
31.1
32.7
31.4
34.4
Less than 1 month
23
15
13
12
1 – 2 months
11
6
11
10
2 – 3 months
14
12
11
12
3 – 6 months
23
35
26
29
More than 6 months
28
32
39
37
17.6
17.3
20.1
19.6
Average # of Weeks
Booking leadtime
Average # of Weeks
Source: Quantitative Survey Q.15a,b
Q.15a How long before your trip did you definitely decide to go on that trip to
(DESTINATION IN Q.8a)?
Q.15b And how long before your trip did you actually book it?
Page 188
12.3
How Trip Was Booked
Just over half book their long-haul trips through a travel agent. It is very
common to go direct to the airline (35%) and/or to an hotel site (17%) for
booking.
The traditional in person visit to a travel agent has fallen to only 24%.
Exhibit Section 12-3: How Trip Was Booked – By All Destinations
Percent Among Past Travellers
Trip Booked Through:
Travel agent/package
provider (Net)
55%
24%
In person
18%
Online
16%
Via phone
35%
Airline (Net)
30%
Via their website
Via their phone, mail
or in person
6%
17%
Hotel (Net)
15%
Via their website
Via phone
4%
Other online travel
supplier
Other
58% Online
Bookings (Net)
13%
5%
Source: Quantitative Survey Q.15c1
1
Base=n=2,232
Page 189
12.4
How Trip Was Booked – by Destination
With travel to Canada, booking direct to an airline (47%) is actually more
common today than using a travel agent (44%).
Regardless of who the ticket seller is, as much as 63% of transactions are done
online in Canada’s case.
Exhibit Section 12-4: How Trip Was Booked – by Destination
Percent Among Travellers Visiting Each
Asia
Australia
U.S.
Canada
(382)
(165)
(832)
(884)
%
%
%
%
Trip Booked Through:
Travel agent/package provider (net)
57
64
49
44
In person
22
33
22
21
Online
15
16
18
13
Via phone
22
22
12
12
Airline (net)
34
32
41
47
Via their website
27
26
37
42
Via phone, email or in person
8
8
6
7
Hotel (net)
19
21
21
23
Via their website
16
17
18
21
Via phone
5
6
5
5
Other online travel supplier
13
18
13
9
Other
4
1
5
6
56
55
64
63
Online Bookings (net)
Source: Quantitative Survey Q.15c
Q.15c
How did you book that trip?
Q.15c
How did you book that trip?
Page 190
Section 13:
Environmentally Responsible Destination
Page 191
13.1
Long-Haul Traveller’s Environmental Involvement
The vast majority of Brits claim to try to reduce the impact they have on the
environment on a daily basis (75%).
Exhibit Section 13-1: Long-Haul traveller’s Environmental Involvement
Strongly
agree
29%
75%
46%
Agree
Neutral
Disagree
20%
3%
Source: Quantitative Survey Q.27a1
1
Base=Past/future travellers n=2,697
Q.27a To what extent do you agree or disagree with the following statement?
It is very important to me that I take action on a daily basis to reduce my impact on the
environment by adopting environmentally-friendly measures such as recycling,
conserving water.
Page 192
13.2
Importance of Destination’s Record on Environment
However, while most make a personal effort to reduce their impact, only 29%
claim that their concern is enough to influence their choice of destination based
on its environmental record—quite a low level.
Exhibit Section 13-2: Importance of Destination's Record on Environment
When Choosing Travel Destination
Extremely important
9%
29%
Very important
20%
Fairly important
37%
26%
Not very important
35%
Not at all important
9%
Source: Quantitative survey Q.27b1
1
Base=Past/future traveller n=2,697
Q. 27b Thinking about the environment, some countries are making considerable effort to be
more environmentally responsible, while other countries are much slower to react. When
choosing a travel destination, how important to you is a destination’s record on the
treatment of its environment?
Page 193
13.3
Destination Rating on Being Environmentally Responsible
The British believe that their own nation has a fairly poor record in terms of
environmental responsibility.
Among four offshore destinations evaluated, Canada emerges as having the best
reputation, ahead of Australia, with the U.S. and China trailing badly.
Exhibit Section 13-3: Destination Rating on Being Environmentally Responsible
Top 3 Box Scores (10,9,8)*
Average
Canada
36%
Australia
30%
Own Country (U.K.)
21%
United States
China
9%
4%
7.1
6.8
6.2
4.1
2.9
Source: Quantitative Survey Q. 27c1
1
Base=Past/future travellers n=2,697
27c
How would you rate the following countries as an environmentally responsible
destination? Using a scale of 1 to 10 where “10” means extremely good and “1” means
extremely poor, or any number in between.
*Rating on a 10 pt. scale. 10 means extremely good and 1 means extremely poor.
Page 194
Section 14:
Consumer Product Idea Forums
Page 195
14.1
Introduction—Online Forums
This section reports on a qualitative study conducted online amongst tourists
from the United Kingdom who fell into two different categories:
¾ Those who have visited Canada before, in the recent past
¾ Those who declared a strong interest in visiting Canada in the near future
The principal objectives of this study were to formulate hypotheses bearing on
the following issues:¾
¾
¾
¾
Hope and expectations of tourists coming over to Canada from the UK
What they appreciate the most, in reality and in prospect
The sights, places, activities that have the greatest magnetism for them
What kinds of specific itinerary might be developed to appeal to them
Each region addressed in the forums was focused on in a separate section,
revealed day by day to the participants. The forum started with an overview of
Canada as a destination, providing a holistic picture of travel to Canada from the
UK.
Page 196
14.2
Canada as a Destination: General Observations
Canada rates highly as a “dream” destination, poorly as a planned destination,
and rarely as an extended “city visit” destination. The primary conversion
method for the UK tourists has been visiting friends and relatives (VFR) and/or
strong recommendations by friends.
The key, for Canada, is shifting it from a “dream” destination to a reality
destination. While the current major conversion factor is VFR, the introduction of
“cheap” fares to Canada, and the increased frequency of flights and increase in
Canadian destinations brought around when the new Open Skies agreement is
signed should help.
Certain specific destinations are in Canada are iconic for the UK
¾
¾
¾
¾
¾
Vancouver
Whistler
Rocky Mountains
Niagara Falls
Toronto.
General knowledge of Canada, even amongst previous visitors, is poor –
especially in terms of the size of the country and travel distances.
Barriers identified are the same as those in the focus groups. NB: these barriers
all involve the need for reassurance of “comfort”-- not in the sense of “luxury”
but, rather, in the sense of feeling comfortable, safe and not bored with what
they will do.
Page 197
14.3
U.K. Stereotype Perceptions Of Canada
There are a number of stereotypical perceptions of Canada held by UK
respondents, each of which holds advantages and disadvantages for the
development of new products.
Clean; Friendly; Polite; Vast:
In general, Canada (and Canadians) are seen in a positive light and are
considered more “civilized” than Americans – an attribute that extends to our
cities.
The streets were "Very, Very clean" in comparison to the streets of
London. The store assistants were very friendly and helpful but it seemed
more like they were happy to help with what I wanted rather making me
like I was troubling them.
Vancouver is slicker and much glitzier than Portland. it's super clean (i
know Portland is too but..) and doesn't feel as crowded even though I'm
sure it's a bigger city (not sure how they manage that one)
People were very friendly, it was clean and service was good. Standard of
food was quite good too.
I often go to America because I have family there. Americans are brash
and arrogant. The saying "have a nice day" sums them up (I hope there
are no Americans doing this market research) they don’t care what sort of
day you have. The Canadians are different they seem to care. They are
more polite, they give you time and are very friendly.
Although the web site is very informative and easy to use, I have my
concerns in that the distances and areas do not compare with the UK.
Canada is a vast country I believe that the UK could fit into British
Columbia alone. I would need to call on professional advice to tell me
what is and is not feasible.
All of these perceptions mean that Canada and Canadians “mesh” better with UK
residents than Americans do, and our products need to highlight this difference
in both overt and subtle ways. At the same time, the UK respondents were, for
the most part, completely mentally unprepared for the size of Canada, and this is
reflected in a number of their concerns.
Page 198
14.3
U.K. Stereotype Perceptions Of Canada
Canada: a “winter nation”
The problems with the image of Canada as a winter nation are discussed
somewhat in the section on Ontario, but this respondent’s comment is worth
repeating.
Canada would greatly benefit if they advertised their warm summers in a
similar fashion to Florida by showing people in summer wear, drinking
popular Canadian beers in bars (and not hidden by a brown paper bag),
sitting outside restaurants having drinks and showing some hip trendy
spots.
The current CTC campaign of Canada, Keep Exploring, highlights the diversity of
activities and tourism products available in Canada quite well and is, on the
whole, an excellent, year-round theme. But, as this and other respondents
noted, we don’t really combat the icon of Canada as a winter nation; an icon that
operates at the level of a cultural sub-conscious. Indeed, our current advertising
of ski products reinforces this image to some degree to the potential detriment of
our summer based products.
Possibly, the simplest way to overcome this problem, while retaining the
advantages of the winter nation icon, is to create a series of “double-binds” such
as “ski in the morning, sun bath in the afternoon”.1 Other examples could
include the use of extreme stereotypes from the sub-conscious culture being
presented and “refuted” such as black and white film of dog sleds in winter with
a flash forward to people relaxing on a summer day at a trendy spot saying “glad
we don’t live like that anymore”.2
1
The term “double-bind” was coined by Gregory Bateson and refers to bringing opposite views of
the “same” thing into consciousness at the same time. Handled well, the presentation of a
double-bind allows for the message that conveys the double-bind to include the desired solution.
2
These are merely crude examples of double-binds.
Page 199
14.4
Experiences of Canada
The following accounts of visits to Canada are fairly typical.
These accounts tend to highlight the iconic nature of many UK visits to Canada.
i)
Flew to New York then went on a cruise to see New England and Canada.
We went to Halifax on the cruise.
On our return we flew to Niagara Falls (3 days), then drove to Toronto (3
Days). Flew back to New York (2 Days) then back to the UK.
II)
Flew to Vancouver (2 days), did a bit of shopping and experienced the
nightlife.
Then flew and drove to Whitehorse, Dawson City and other areas in the
Yukon Territory (7 days). Side trip to Skagway (3 days).
Returned to Vancouver (1 day) and flew home.
For many UK visitors, it was common to “dip into” the United States – either
flying their originally or on side trips.
Page 200
14.5
General Discussion of Tourism Products
The vast majority of UK travelers desire a “modular” experience with a vast
range of “plug and play” tourism products. In part, this derives from the
extensive VFR travel bias of many UK tourists who “must” spend some time
visiting their friends and family even if it requires a second plane flight to reach
their ultimate destination. In other cases, it derives from strong interest driven
tourism (e.g. skiing).
On Itineraries and Location
This modular experience, and the desire for plug and play products, creates a
situation where itineraries and itinerary planners become crucial. Of key concern
to many of the respondents was the time and distances involved, and placing
product locations into the “grand scheme of things”.
The sites appeared to open my horizon to the various parts and what is
available. However I found it difficult to make the links between each
part-- for instance how far it would be from Toronto to Manitoba, or
Niagara to Manitoba.
A route master map would be useful.
I found all the sites informative but lacking in-depth maps and distances.
I had real trouble finding where places were 'in the grand scheme of
things' Google maps and Google earth links would be very useful.
Even respondents who had been to Canada before have great difficulty with how
large it is. Respondents who had not been to Canada previously consistently
underestimate the size of both the country and various provinces by a factor of
four or more and this, in turn, led to a lot of concern over time and distance
between destinations.
Page 201
14.5
General Discussion of Tourism Products
The deployment of some type of geo-tagging system, whether it be using Google
Maps Google Earth1, PlanetEye (planeteye.com) or some similar system, would
go a long way towards alleviating some of these concerns. Another solution
which would also be useful would be a simple mileage chart or drop down menu
with different transport options available and information links.2 As one
respondent noted
I would like to see a detailed map of the area where you can also put
information in between towns and it gives you options on how you might
get there and how long it would take via each mode of transport. I would
like to be able to click on point A and then point B my next destination
and it also shows what is "in between" in terms of historical stuff,
entertainment, sports etc.
One reason why both itinerary modularity and route planners are both so
important for the UK traveler stems from their general desire to be able to
“travel about”. In discussing detailed plans for individual areas, many
respondents mentioned renting cars or motor homes and just “cruising” or taking
road trips. Frequently, they would mention “asking the locals” for suggestions.
British travelers are, in many ways, notorious for choosing their own paths and
changing them on a whim. This is actually a very well established tradition
amongst middle-class British tourists dating back over 100 years, and it appears
to be the internalized view of what is the “correct” way to travel. Thus, while
they will wish to see the iconic sites, they also want the freedom to modify their
itineraries “on the fly”.
1
As a note, Nova Scotia’s official Tourism web site has already produced a Google Earth .kml file.
Ideally, such a solution would use interchangeable data structures and could be implemented at
the local level while drawing from a national level database, allowing local sites to offer “national
level” information. While UK respondents are nowhere near as schedule sensitive as most Asian
visitors, such a system would serve both.
2
Page 202
14.5
General Discussion of Tourism Products
On “Word of Mouth”
The vast majority of UK respondents choose Canada as a result of
recommendations from friends and relatives (whether or not they happen to live
in Canada). Barring the existence of personal recommendations from friends
and relatives, they are, on the whole, quite comfortable with virtual
recommendations.
I'm a great believer of word of mouth and recommendations especially
from people who travel with their children.
Links to reputable sites like Trip Advisor, Time Out etc would enhance my
'trust' in tourist board sites definitely. Testimonies from previous visitors
can look a bit cheesy - impartial reviews are preferable definitely.
I'm a big fan of online communities for up to the minute information and
all round discussion so I would really welcome a link to ski forums in the
region I was thinking of going.
Why not have a few recommendations from tourists that have used the
website to plan their trip? Post comments, suggestions and the route
they took. It would be really great if I could log on to a site and say I
want to fly to Vancouver, I've got 10 days and want to see as much as
possible. Work out an itinerary for me with distance, times and what to
see.
While this is not the place to discuss the full requirements for online
communities, there are some points that need to be addressed.1 First, several
fairly trusted online “communities” already exist (e.g. TripAdvisor). Second,
attempts to build and host a highly moderated online community usually fail
since the posts tend to be viewed with a lot of scepticism.2 The optimal solution
for tourism providers is to monitor key online communities and act as problem
solvers and information sources.
1
A full discussion of the structures of online communities of various types can be found in
Tyrrell, Marc W.D. Hunting and Gathering in the Early Silicon Age: Cyberspace, Jobs and the
Reformulation of Organization Culture. In The Handbook of Organizational Culture and Climate,
Ashkanasy, Wilderom, and Peterson (eds.), Sage Publications, 2000.
2
“highly moderated” communities refer to online discussion boards where the content is usually
pruned very heavily by the moderators. In general, the moderators have a tendency to eliminate
anything “negative”, hence the general view of them as untrustworthy.
Page 203
14.6
Functional Product Areas for the UK Traveler
Several functional areas and interests crossed most provinces, and it is worth
considering them in some detail.
On Skiing
Skiing and winter sports have been the subject of intense advertising in the UK.
This has, in part, helped to maintain the image of Canada as a winter nation
(Canadian winters have been iconic in the UK for at least 100 years). That said,
in comparison with the EU, Canada has an excellent competitive advantage in
the ski product area. As one respondent cogently noted, Canada’s advantages
are:
¾ Less busy - Europe has a relatively small ski high quality ski area to
service a large, heavily populated land mass so everything seems to be
busier - longer queues at lifts etc. Waiting in an enormous line tends to
detract from a good skiing day (especially given that the residents of
certain European countries don't seem to believe in queuing!!)
¾ Better Snow - I'm a snowboarder so there's nothing better than powder
and on the whole I'd say that somewhere like Sunshine has a much more
reliable supply of it than most of the European resorts I've visited.
¾ Cost - I think that you get better value for money on a N. American trip.
Europe seems to be very expensive and the accommodation is not always
great. It's only the flight to/from Canada that makes Europe competitive
for me.
¾ Customer Service - In my experience, Canada is more service orientated
and the people friendlier than in most European resorts. There's also the
bonus of being able to speak English when dealing with issues or
problems but you can still practice your French if you'd like.
The key blockage is travel time/cost from the UK. Some of this blockage may be
dissolved if and/or when an open skies agreement is signed with the EU – at the
minimum, flight options will increase and costs will probably decrease somewhat
due to increased competition.
On Food
While mentioned primarily in reference to the Atlantic provinces, there are
significant opportunities in this area in all regions given the development in
Canada of multi-ethnic fusion cuisine as well as solidly established regional
cuisines.
Page 204
14.6
Functional Product Areas for the UK Traveler
On Wine
Many respondents from the UK know that Canada has a wine industry, but they
are not aware of its placement or depth (they usually think of the Ontario VQA
group in the Niagara region). Reactions to the development of the wine industry
in BC, Nova Scotia and in Prince Edward Country (Ontario) suggest that there are
opportunities for specialty wine tour products at a local / regional level that are
co-branded by local wine growing associations and local tourism organizations
and sold via word of mouth through the wine community in the UK.
During an on again, off again discussion of the PEC wineries, one respondent
asked if they (PEC wines) were available in the UK because they would like to try
them. Later on, the respondent said that they would probably hit the County to
see the wineries. This is a fairly standard process amongst wine aficionados –
taste a wine and, if good and relatively unknown in their area, go to the vineyard
and purchase several cases. Why his is important is that a) it creates “bragging
rights” for the person who does it, and b) they then act as a local source of
information to their peers (i.e. a “friend referral”).
Page 205
14.7
Barriers and Options
The UK forums identified two key barriers based on cultural perceptions: the
image of Canada as a winter nation (see above) and the reticence of Canadians
to “push ourselves”.
Not pushed enough…
Many respondents feel that Canada does not push itself enough.
I don't think that Canada sings its praises enough. There is so much going
on there and loads to shout about.
I get the feeling that Canadians are very proud of their country, and with
good reason. The country has so much to offer it's unreal. They need to
shout about it all a bit more - are they a bit like the British in that
respect, good at playing down their good points?
This is quite a sophisticated observation, especially the part about it being part of
our British heritage. This stands in stark contrast to the UK view of Americans as
“too pushy” and the Australians as “loud but civilized”: we are, in effect, neither
loud enough nor pushy enough.1
Options
The key conversion problem is in the final “hook” to get UK residents seriously
planning a vacation to Canada or, in other words, to convert Canada from a
“dream destination” to a real destination. The participants in the forums noted
this when they talked about a) how little they knew about Canada and,
especially, the vast variety of tourist opportunities here and b) suggested that we
“push ourselves” more. Exactly how Canada should do this was only suggested
by one participant.
So I think Canada speaks for itself, once you're there, it's just getting
people there that's the trick. How about a cheap airfare promotion, that
would encourage people to visit and they could then act as miniambassadors 'cos they're bound to love it...
1
The reasons behind these stereotypes are complex, but go back to the respective histories of
the Anglo Complex countries with the UK and are part of the sub-conscious cultural baggage of
the UK.
Page 206
14.7
Barriers and Options
This particular suggestion is, at its core, possibly the ultimate viral marketing
campaign especially since all of the online forum participants believe that the
experience of Canada is the best selling point for Canada.
Creating Customers rather than Consumers
Ultimately, the thrust of the CTC Canada: Keep Exploring campaign is to create
tourism customers rather than tourist product consumers: we both want and
need people to keep coming back to Canada and to establish Canada as a
customary vacation destination. We already know that Canada is one of the top
dream destinations and, at the same time, that one of the most potent
conversion factors is VFR. This needs to be our leverage point – we need to
create opportunities for potential UK visitors to come to Canada and sell
themselves (along with their friends and family) on Canada.
How can this be done?
We would have to recommend a matrix viral marketing campaign, containing
both regions (including city visit “getaways”) and functional areas, such as skiing
and wine tasting. Ideally, the campaigns could be co-branded (and co-funded).
Example 1: one participant noted that the line-ups for ski lifts in the EU were
quite long in comparison with Whistler and Banff. Even worse, the coffee that
was available was vastly overpriced (3€ or ~$4.5 in France). A “Tired of the lineups?” campaign, complete with flyers and free, Canadian coffee along with a
chance to win a ski trip to Canada could prove very effective.
Example 2: several participants were quite interested in Canadian wines and
wanted to know if they were available in the UK. A combined export push
supported by DFAIT, the wine industry and the CTC, coupled with stories in
publications, wine tasting events, and one or more regional wine tour vacation
trips would enhance both the knowledge of Canada’s wine growing regions and
the country in general.
Page 207
14.8
British Columbia
British Columbia is one of the best know destinations in Canada, and has three
iconic destinations: Vancouver, Whistler and the Rocky Mountaineer. Despite
this, general knowledge of BC is quite limited even amongst respondents who
had previously travelled there. Furthermore, BC is frequently (~50%) linked
with Alberta, i.e. Calgary, Banff, Lake Louise as a fly-drive option.
General reactions to the website were quite positive and, even amongst people
who had been to BC before; they were, on the whole, impressed with the variety
of options available. The reaction to available activities amongst the non-visitors
was even more extreme
Well, I've overcome the website problems[1] and have thoroughly
familiarized myself with British Columbia and what it has to offer - pretty
much everything! It's more a case of having to scrub all the things I
don't want to do on my Canadian odyssey, so that I am just left with the
core of what I'd really love to do.
Throughout their discussions of BC, the respondents showed a fairly consistent
underlying perceptual bias towards “Civilized Nature” – i.e. clean cities with polite
people living close to vast natural beauty. Concerns were primarily with travel
times, medical facilities (especially important amongst older visitors), general
comfort, authenticity, and getting off the “beaten trail”. These two final points
need some expansion.
Many of the respondents were interested in accessing “nature” and outdoor
activities (the British have a long history of this, especially hiking, intimately tied
into the development of tourism in England). They do not, however, have the
cultural or social background that gives them the survival skills for “real” nature.
As a result, while they have a great desire to “contact nature” in an “authentic”
manner, they really wouldn’t know how to handle it by themselves. As such,
positive interactions with “nature” need to have a solid safety net, including
guides and “decent” accommodation and food.
1
These “problems” appear to have been at the respondents end.
Page 208
14.8
British Columbia
Product Discussion
The three iconic destinations for BC are Vancouver, Whistler and the Rocky
Mountaineer. These destinations enjoy an excellent reputation as “must see”
icons, although there is some variance on them. Vancouver is primarily a rest /
shopping destination that acts as a gateway to either Whistler (for the Ski
traveler or the Rocky Mountaineer (for the Civilized Nature traveler).
Many different product options were mentioned, although the two key ones were
a Vancouver Islands excursion (2-3 days) and a car rental road trip (4-7 days).
Excursions to the wine region were not that well known, probably due to a lack
of general knowledge of the BC wine industry in the UK market.
Despite different products being mentioned (and web resources being provided
with the information), the respondents were, on the whole, quite ignorant of the
actual products available, outside of the icons. This indicates that the best way
to “sell” BC products is to establish associations between products (old or new)
and existing icons.
For example, Whistler is an icon of skiing and snowboarding, but it is only one of
many. Other products can be linked with Whistler and defined in the UK market
by their “distance” (in terms of price, quality of snow, accommodation, technical
difficulty, etc.) from Whistler in order to play to different need states (e.g. skiing
/ boarding community status, social prestige in terms of exclusivity, etc.).
Roughly half of the respondents talked about renting a car and driving to various
places to see “nature”. In addition to concerns about distance and time, some
people expressed concerns about accommodation quality, available events, etc.
As one respondent noted
To be honest I love this stuff but if time is short and anything less than 3
weeks is pretty short there's a feeling that you don't want to waste any
time taking wrong turns and heading to places that are a bit of a waste of
time. The worst feeling is spending 3 days at an OK place to find out
there's an amazing place 10 miles down the road.
This concern highlights one of the most important roles for detailed
geographical/ product information either in some form of geo-tagging itinerary
generator or in print form.
Page 209
14.8
British Columbia
The following itinerary created by one respondent highlights many of these
points:
Flight from London to Calgary (1 night).
Rent car (4 x 4) drive to Banff – selected hotel after arriving.
¾ Walking tour (looking at “scenery”)
¾ Driving tour (looking at “scenery”)
Drive through Rockies
¾ Lake Louise (1 night)
¾ Columbia Icefields.
¾ Jasper (1 night)
Either
¾ Drive to Whistler (3 nights) then drive to Vancouver, or
¾ Kamloops and take Rocky Mountaineer to Vancouver (2 nights)
From Vancouver fly to Victoria (2 nights)
Fly back to Vancouver to shop and then back to London.
The desirability of road trips also points towards a class of products that involve
experiencing nature with a safety net. In the case of BC, many of these are well
covered on the web site and it is more a matter of bringing them out. It is
interesting to note that Hiking, which is a British cultural icon, does not have its
own heading in the Natural Sights, Parks & Wildlife page,1 even though there is a
Hiking page available on the site.2 We would recommend that it also be listed on
the Natural Sights, Parks & Wildlife page.
1
http://www.hellobc.com/enCA/SightsActivitiesEvents/NaturalSightsParksWildlife/BritishColumbia.htm
2
http://www.hellobc.com/enCA/SightsActivitiesEvents/AirLandActivities/Hiking/BritishColumbia.htm?Lev1=1
Page 210
14.8
British Columbia
Vancouver Island is an interesting case of an “add-on” that is very poorly
understood by the UK respondents. In answer to a question about what people
knew about what was available on the Island, the response were disappointing,
but illustrative of the problem of non-iconic destinations.
Have heard it mentioned by people and of course its accessible from
Vancouver, know its got skiing, but would have to look at the link to find
out more about it.
Not a great deal to be honest, interest is purely based on
recommendations, during which the word beautiful came up a lot. Having
looked at the website I can see there's plenty of outdoor activities to do whale watching, hiking, mountain biking, canoeing etc, which I'd enjoy.
These responses indicate several things. First and foremost, they have “heard
about it” from friends. Second, their immediate response is to go (or not) to the
web site for details, but only after being asked. Once again, we can see that the
problem is not with the products but, rather, with a) the respondents knowledge
of the products and b) the “hook” to get them to travel there.
The likeliest “hook”, mentioned by several respondents, is a customizable 3-5
day excursion. Given the variety of existing products, the mild climate and the
generally more “relaxed” pace, we would suggest that such an excursion use
Victoria as the start/stop point and be aimed at the older travelers and/or those
with young children. A start on such excursion packages has already been made
by Tourism Victoria, but it would need to be expanded somewhat to include
activities on the rest of the island.
Page 211
14.9
Alberta
Alberta or, rather, the Calgary - Banff - Jasper corridor, is often conflated with
British Columbia. In many ways, the perception of Alberta is similar to that of
BC, although the desirability of both Calgary and Edmonton is lower than that of
Vancouver. We certainly saw similar aspects in regard to “Civilized Nature” as
we did with BC from the respondents.
Unlike BC, however, the UK traveler had a distinct concern that was apparent on
the part of the respondents towards “commercialization”. As one respondent
noted
My main concern from a brief look at a website is possible commercialism.
It all sounds a bit too good to be true. Here in UK we stay on working
farms up and down the country. The kids like to help out if they are
allowed but mostly we don't stay where the farm lays on activities or
'entertainment' itself. I'm tempted to 'experience' a farm in Alberta but
wondering if it would be a bit made up. Another example, steam train
rides - my son loves them and we've got into it now too but when looking
at the website it seemed a bit contrived.
The issue of commercialization is an important one, since it strikes at one of the
core perceptions of Canada as being “authentic”:
The reason we love Canada is because it is beautiful, safe and peaceful.
This is what gives us pleasure. It is not commercialized.
“Commercialization” is, generally, viewed as a property of the United States, and
the lack of it is seen as a major differentiator with the U.S. (along with “safe”,
“clean” and “polite”).
The concern over commercialization – “a bit contrived” – probably refers to the
way the language is used, the “Wild West thing” as one respondent put it and,
definitely, ties in with the “unreality” of a 20,000 acre farm for the British.
Symbolically, this combination is more likely to evoke American images than
Canadian images in the minds of UK respondents and, hence, raise concerns
about “commercialization”.
Page 212
14.9
Alberta
Product Discussion
Alberta has several iconic status destinations: Banff - Lake Louise, Jasper and, to
a lesser extent, Calgary (it is known, but not appreciated). The West Edmonton
mall is not, for the UK traveler, an icon but, rather, not something to be
“pushed”
The Cultural City of Canada 07 interested me about Edmonton but I found
the website pretty cheesy. The most frequently asked was about the mall
it seemed. Not so cultural.
As with British Columbia, the problem lies not so much with the existing
products, but with the knowledge of these products amongst UK respondents.
In particular, no additional work is required for the Banff – Lake Louise corridor,
although some additional excursions to surrounding areas may well be developed
in keeping with the Civilized Nature concept. The idea would be to draw on the
existing knowledge of the area and expand on it, and a geo-tagging solution may
be the best option here.
In developing the “Wild West” theme, there are some excellent existing
products, but these appear to be misunderstood by many UK respondents. First
of all, the term “Wild West” (used by several respondents) is American, and that
brings all sorts of unwanted symbolic associations for many UK respondents
(“brash”, “not polite”, and “uncaring” are just some of the terms used). These
are symbolic associations that should be avoided.
A second problem lies with the graphics in the Badlands site – it is way too
“Cowboy” oriented, especially in areas where it should not be (i.e. the Natural
History section). The UK has had a long history of “gentlemen explorers”, and
this is part of the tradition of both Canada and Alberta, but it is not brought out
(or known) to our UK respondents. “Gentlemen explorers”, such as Joseph
Tyrrell, should be brought out in the natural history area.1
The concept of “gentlemen explorers” could be harnessed into serving as the
basis for a number of specialized tourism products and, given the general
popularity of dinosaurs; this would probably be a good place to start the
marketing.
1
For a good, short (1 min) video, see http://www.histori.ca/minutes/minute.do?id=10181
Page 213
14.9
Alberta
The concept of “farm/ranch vacations” also needs more explanation and context
for UK respondents, lest it be thought of as a) American, and b) “commercial”
(i.e. not “authentic”). Part of the difficulty for UK respondents lies in the shear
scale of Alberta “farms” as the following exchange illustrates
VSW: The farm idea appealed to me most. I would want to look into it
more. I'm sure I and the family would enjoy a lot of what is going on
there. No idea what 20,000 acres would feel like but if we got to learnt to
ride whilst there we would try to check a few 50 say out!!
MT: I remember meeting up with a character who grew up on a "small
family farm" (as he put it!) of 23,000 acres. He used to talk about going
to high school (5th and 6th form, I think, in the British system) where
they would have rodeos instead of track and field. He also used to ride
into school each day. I don't *think* that is still going on, but it certainly
gave me a new outlook on what I had thought was commercialism there.
VSW: Not sure I catch your drift properly - perhaps I'm not explaining
myself very well... I certainly would be overwhelmed by 20,000+ acres... I
did mean only 50 acres would seem HUGE to me!
While the British have a tradition of vacationing on “working farms”1, these are,
however, radically different from Albertan farms and ranches. In UK farm
vacation marketing, these products are tied to “getting back to nature” and food
(especially “fresh” and “organic”). Given that Canada markets “nature” in a
totally different way, our marketing of farm/ranch vacations will appear more
contrived; i.e. it goes against the UK cultural expectation. This can be
counteracted, in part, by simple statements such as “We have a long tradition
of…”, and by providing historical context.
1
See http://www.cartwheel.org.uk/ for an example of how this is marketed in the UK.
Page 214
14.9
Alberta
Itineraries
The vast majority of itineraries suggested (over 95%) were combined Alberta-BC
itineraries along the Calgary-Banff-Lake Louise-Vancouver corridor. The primary
blockage is ignorance
The main Alberta site was cool and nicely laid out but should have had an
overview of Alberta on the front page. If you're not that familiar with the
country you need to check whether Alberta is a state or a city and what
cities it contains. Never assume we know anything is the best place to
start. Once in though it's got lots of info.
As noted earlier, ignorance amongst the target is one of the core problems in
marketing to the UK. On the whole, they know next to nothing of our history,
geography, politics or culture. While they perceive us as “friendly” and “polite”,
they are intimidated by our size and, sub-consciously, by their own ignorance.
They are not, however, stupid and, if given an incentive, will certainly spend the
time to do some research. In particular, they react very well to “Did you know
that…?” type questions as a spur, and these types of questions can be used a) to
entice them deeper into the Alberta web sites and b) to differentiate and
disassociate the “cowboy” image from the American Wild West theme. In
particular, it is important to get rid of the “Wild” modifier, which they tend to
subconsciously associate with American, Lawless, uncivilized, etc., and replace it
with “Civilized”.
Page 215
14.10 Ontario
Ontario has two main iconic destinations: Toronto and Niagara Falls. These two
tend to dominate the perceptions of European travelers. One of the most
interesting findings is that for respondents who had not been to Canada before,
Ontario was viewed primarily as a summer destination. While this perception
plays out differently between all three countries in particulars, it is held in
common amongst them all.
For UK participants, there is an awareness of Toronto as a clean, cosmopolitan
city but, with the exception of the CN Tower, very little specific knowledge.
Niagara Falls is also recognized by UK travelers as a “must see” site. Knowledge
of other areas of the province is “spotty” and relies usually on word of mouth
information and, to a lesser degree, on personal research.
The Niagara wine country is also recognized, probably due to the increased
awareness of Ontario VQA wines in the UK, but this awareness is separated from
knowledge of the geography. Initial reactions by participants to the Prince
Edward County site showed that they had no awareness of it at all, although
many expressed a lively interest in it after viewing the site.
Product Discussion
One fairly consistent comment was that Canada, and Ontario, do not market
themselves as a summer destination and, given all the summer activities, this is
a mistake.
I don’t think Canada promotes their summers enough which makes people
think that its winter all year around.
Well I can truly believe that comment about the British guys because not
only that people who have never been think its winter all year round the
Canadian brochures promote the same.
Canada would greatly benefit if they advertised their warm summers in a
similar fashion to Florida by showing people in summer wear, drinking
popular Canadian beers in bars (and not hidden by a brown paper bag),
sitting outside restaurants having drinks and showing some hip trendy
spots.
Page 216
14.10 Ontario
Most of the respondents who had not been to Canada before perceived Ontario
in a much more summer oriented mode, despite the visits to
http://www.bluemountain.ca/. This suggests that marketing of Summer/Fall
oriented products has a good potential with the UK public.
In particular, these products should be linked with existing icons such as
Toronto, Niagara Falls, and the Niagara wine industry. In addition, there is
ample interest in summer Nature visits / trips of both a nature viewing type,
hiking tours and, to a lesser degree, nature “explorations”.
This last category needs some expansion, since it conflates interest with
Aboriginal tourism products with environmental issues and previous UK cultural
icons of Canada such as Grey Owl. Put simply, the British have an older “myth”
of Canada being closer to nature that the UK. This myth, which is pretty much in
their cultural sub-conscious by now, still influences how they perceive our
interactions with nature and evokes a longing in them to experience it for
themselves. The archetype of this process was Grey Owl, a British man (Archie
Belany) who came to Canada and managed to pass for an Ojibwa, while
publishing books and articles in the late 1920’s and 1930’s (d. 1938). He was
portrayed by Pierce Brosnan in the 1999 film Grey Owl.
The interest in this type of nature tour product has not abated.
Now this really would interest the kids, exploring Chapleau Crown Game
Preserve by CANOE and try to spot most of the animal habitat (we would
probably stay here the longest, a few days). Our daughter loves Winnie
the Pooh, so we would then have to drive to Pukaskwa National Park.
Then off to more canoeing at Quetico Provincial Park, the kids would love
it.
Head to Northern Ontario, to see the coast near Hudson Bay. Hopefully
see polar bears, take a boat trip, stay in remote lodges / hotels in beautiul
locations - i am intrigued by the place called Moose Factory, with an ecotourism lodge called Cree Village - about as away from it all as you can
get. You reach it by helicopter!
Page 217
14.10 Ontario
As with other parts of Canada, the general perception is still one of “Civilized
Nature”.
… one of the liveliest, upfront cities in Canada (Toronto) contrasted with
remote stays in pristine wilderness.
At the same time, there is really no perception of the size of the country – one
person casually suggested that a week long hike around Lake Superior would be
enjoyable!
The question of distance is crucial for the UK respondents as is the question of
safety. Many respondents talked about hiking tours but, with no real feel for the
distances involved, grossly underestimated the time required. All who expressed
an interest in hiking tours also expressed a very strong interest in hiking planners
and information on equipment rentals.
Most people listed Toronto as their start point, followed by visits to Niagara Falls,
“nature” (usually Northern Ontario or the central lakes district), and then back to
Toronto, Ottawa or Montreal for their exit. A number of respondents expressed
an interest in renting a car and just “touring” – seeing what was available and
around. This suggests the possibility of marketing “touring” vacations (flight, 2-3
city visit, car rental) and the production of “road touring” guides.
Page 218
14.10 Ontario
Consider the following example of an itinerary:
Flying to Toronto (Summer; 1 day)
Drive to Blue Mountain Resort (3 days)
¾
rock climbing
¾
lazing around the beach
Drive to the Sandbanks (3 days)
¾
wind surfing
¾
kayaking
¾
jet skiing
¾
scuba diving
Toronto (3 days)
¾
educational experiences
¾
Casa Loma
¾
CN Tower
Drive to Montreal (3 days)
¾
Tour (bus or walking) of Old Montreal
¾
Jean- Drapeau Park
Drive to Ottawa (5 days)
¾
Rideau Falls
¾
Parliament Hill
¾
The Market
Fly to London
A second opportunity in the “road touring” category is suggested from the
positive reactions to the Prince Edward Country products – specifically, a road
tour product specialized for the Toronto – Kingston - Ottawa corridor, going
along the lake and St. Lawrence to Prescott or Cornwall.
Page 219
14.10 Ontario
Fly to Toronto (3 days)
¾ Shopping
¾ CN Tower
¾ Shows
Drive to Niagara Falls (2 days)
¾ The Falls
¾ Niagara on the Lake
¾ Niagara wine region
Drive along Lake Ontario to Kingston (2-4 days)
¾ Prince Edward County
¾ The Sandbanks
¾ 1000 Islands
Drive to Ottawa (2-4 days)
¾ Parliament Hill
¾ Museums
Fly home
Other possible itineraries were more “nature” focused:
Fly to Toronto (2 days)
¾ CN tower
¾ restaurants, bars and nightlife
Drive to Niagara Falls 1-2 days)
Drive to Lake Superior Provincial Park (1 day)
Either
Drive/Fly to Northern Ontario, to see the coast near Hudson Bay.
¾ Polar bears
¾ Boat trip
¾ Stay in remote lodges / hotels (e.g. Moose Factory, with an
eco-tourism lodge called Cree Village)
Or
Drive to the Agawa Canyon Tour train
Explore the Chapleau Crown Game Preserve by canoe
Drive to Pukaskwa National Park.
Drive to Quetico Provincial Park
(Canoeing, nature/animal watching at all)
Return to Toronto and fly out
Page 220
14.11 Manitoba
In general, the reaction of respondents who had been to Canada was moderately
positive but, as one noted,
I don't wish to be negative, but I feel that the truth is more valuable to
you in these types of situations. I know very little about Manitoba and
having checked out the websites provided, I didn't really find anything to
tempt me to go. As per a lot of Canada it seems to be exceedingly
beautiful but that seems to be about it and at this particular time in my
life I can't see a situation where I'd use my valuable vacation time to go
there. If I had several weeks or months to tour Canada, sure. But given
that I have to work most of the year at the moment, it's kind of a no-go.
This negative attitude was almost universal amongst the respondents who hadn’t
already visited Canada.
I'm not the sort of tourist who wants 'educating' on my holidays - I can
learn anytime - holidays are for fun! So anything that's a bit, sciency, or
anthropological or historical is a complete turn off for me. I definitely
don't want 'custom programmes', 'human rights museums', 'aboriginal
festivals', 'bird reserves', etc. I'm not into clinical spas either, or provincial
theatre - what a load of old tat all of that was.
The negative attitude seems to primarily stem from reactions to the websites,
since the travelmanitoba.com site was listed as actually enhancing people’s
perception of Manitoba and their desire to go there (especially the Top Ten
page). The differing reactions imply that which the official site may work, and
work well, the specific sites counter the official message to some degree.
Product Discussion
Of Polar Bears
In general, most respondents were mediocre to the proposed polar bear trips for
a variety of reasons (time, cost, ethics, etc.). Even where the response was
positive, it was only for a limited trip (~3 days maximum), and the responses to
the Via Rail bear trip bore this out. At best, the bears are a limited product that,
because of the season, most travelers would prefer to see incorporated with ski
or other winter vacations.
The bottom line is that polar bear excursions will be a niche product in the UK.
Page 221
14.11 Manitoba
Of Whales
The response to whale watching was much more positive amongst respondents,
even though, as one respondent noted:
Whale watching is not really the biggest deal any more, I've been to many
places where you can go whale watching and I wouldn't really go
somewhere just because you could whale watch, regardless of what it was
packaged with...
It does, however, have an ad-on appeal to many respondents who were thinking
of road trip / camping in Manitoba. The rail option was, in general, received
poorly.
It is, however, interesting to note that the responses to both the bears and the
whales were more positive amongst the respondents who had not previously
been to Canada. This suggests that both have a “grab” factor to focus potential
thoughts of a Manitoba vacation amongst UK travelers who have not been to
Canada before hand.
General
While the main travelmanitoba.com site enhanced the view of respondents, one
said it was “exactly what I was looking for”, the same was not true of the other
sites listed. This implies that greater care is needed in integrating the web
presentation of tourist products in Manitoba. Furthermore, the integrated
message portrayed on the main site is being undercut by the other sites,
presenting an overall image of “so what?”. As several respondents noted, talking
about the other sites:
I have looked through the links that you have provided and to be honest
there is not too much that grabs me or shouts out to me about Manitoba.
Don't get me wrong it looks a beautiful place, but it's not as exciting as BC
or Alberta.
It’s the location and the site information is quite boring, unless your a
naturalist.
It doesn’t seem to grab me like the other provinces of Canada have.
Page 222
14.11 Manitoba
Given the UK love of exploring culture and heritage, as well as “Civilized Nature”,
and the absolute lack of an iconic destination in Manitoba, we would recommend
that a concerted effort be made to produce such an icon. While the discovery of
what could be marketed as an icon in the UK market was beyond the scope of
the current research, certain potentials definitely exist in Manitoba.
One possibility relies on the fact that Manitoba is home to some of the finest
festivals in the world – the Winnipeg Folk Festival and the Winnipeg Fringe
Theatre Festival come to mind as exemplars. A strong viral marketing and
“buzz” campaign in the UK music and theatre communities could well pay of with
something like a “See the Best, then take a Rest” campaign.
Itineraries
Many of the UK respondents when asked about possible itineraries felt that
Manitoba would be good for a “road trip”. Consider the following suggested
itinerary:
Fly to Winnipeg and rent Winnebago
Travel to Portage La Prairie (2 nights)
Travel to Brandon (3 nights)
Travel to Minnedosa (1 night)
Travel to The Pas (6 days)
¾ Clearwater park
¾ Swimming, canoeing
Return to Winnipeg (2 nights)
Fly home
Note: “Because they speak English in Canada we would ask people we
met where are the best places as well as doing our homework before we
leave.”
Page 223
14.12 The Atlantic Provinces
Overall, the reactions of respondents were very good to the opportunities in the
Atlantic Provinces, albeit skewed towards Nova Scotia.
OK now you are talking, museums and art galleries, Canada festivals,
Historic Sites, Golf, shopping, beaches WOW.
The general “plan” would be flying into Halifax (or Boston/Maine), staying in
Halifax a few days and then car touring. The sole “complaint” about the site was
that it lacked easy access to flight information.
One of the key advantages identified was that Halifax was close enough to allow
for a city trip (~3-4 days). Other core advantages to the region as a whole
included “seafood vacations”, a longer sense of history and extensive cultural
opportunities in both an urban setting and a semi-rural setting.
As a note, the entire seaboard area from Labrador to Nova Scotia plays a part in
English, Irish and Welsh mythography (e.g. The Voyage of St. Brendan the
Navigator). In some ways, the Atlantic provinces were the “edge of the world”
for pre-Columbian Europe, and this can be used as the basis for the development
of tourist products throughout the region.
In addition, there are strong historical and emotional links between the UK
(especially Scotland) and Nova Scotia. While generally unarticulated, these
linkages show through in some comments:
I think getting a sense of history from these places that were the furthest
flung destinations for sailors in the last few centuries.
On the whole, respondents who had not visited Canada before were more
enthusiastic than those who had visited Canada. This is probably due to the lack
of an iconic destination – something of a surprise given the general iconic status
of Anne of Green Gables (who was not even mentioned once!) and the area
being the home of the earliest European settlements in North America.
Page 224
14.12 The Atlantic Provinces
Product Discussion
The Atlantic Provinces have several fantastic opportunities, primarily in the area
of product integration and marketing. These centre around History and Culture,
Food and Wine, and Nature.
History and Culture
Several potential iconic destinations are available in this area ranging from the
Viking Vineland settlements (limited general appeal, but the oldest European
settlements in the New World do have a certain iconic status in Europe), to the
early European settlements throughout the region (e.g. Louisburg). Certain
areas in the Atlantic Provinces, Halifax in particular, also have an extensive music
and arts scene that could also be promoted as part of a “city trip” package.
Food and Wine
“Seafood Tour” products may well become very popular components of vacations
over and above their potential draw in the sense of “fine dining”. The “Taste of
Nova Scotia” Campaign1 is an example of the start of such a campaign, but it is
important to note that the canadaeastcoast.com site did not link through to
either that site or the main listing of vineyards and wineries. With an almost 400
year old tradition of food and winemaking in the province, such a lack of linking
is a major mistake.
One possible product would be a modular “Seafood: start to finish” product going
from the catch, through the cooking to the dining. While this would, in all
probability, only attract seafood aficionados and chefs, it would create a solid
seafood “buzz” placing the region in the top of mind for seafood. It could also
serve as excellent advertising in fine dining magazines.
Cape Breton also has an extremely good potential draw as a “road tour”
destination with a focus on “pub culture”, music and food given the strong links
with Scotland. This potential is enhanced by the folk music tradition and would
resonate strongly with UK cultural practices.
The Annapolis Valley Wineries also offer an excellent potential for short trip tour
products, if marketed properly (i.e. as part of a city trip to Halifax).
1
http://www.tasteofnovascotia.com/
Page 225
14.12 The Atlantic Provinces
Nature
Certain images of nature (e.g. icebergs calving) as partially iconic and could
definitely be used to create / enhance the marketing of iceberg viewing.1 The
imagery of “Nature” held by UK respondents regarding the Atlantic Provinces is
quite different from that of the rest of Canada. In particular, they focus on shore
lines, coves, icebergs, etc. – basically maritime imagery with a “frontier” or
“boundary” motif.
I would then pick up a car for a 5-day driving tour of the south shore
route to go see Mahone Bay and Lunenburg and going past Yarmouth on
the Evangeline Trail. We would then walk along the ocean floor at Fundy
Bay if the timing of the tide was right and then go for a hike in the local
area.
Well there is certainly a sense of familiarity and a kind of rugged romance
to this part of Canada. Newfoundland, Nova Scotia and the like are very
evocative place names with a history that you would be interesting to
view. I would fly into Halifax and from there make sure I took in the
coastal drives (stopping a lot along the way to explore) the Cabot trail in
Nova Scotia looks interesting.
The imagery of “Nature” resonates with the West coast of the UK (except for
Newfoundland and Labrador) and creates a sense of “familiarity” and historical
connection with the “frontier that was”. Given that the amenities available on
the coast are much better than those available in the UK, there is an excellent
potential to develop the “sea cottage” rental business that has been popular in
the UK for several centuries.
1
NB: Looking through the Newfoundland and Labrador tourism website is somewhat frustrating
in that there is no simple, easily found link to booking an iceberg tour.
Page 226
14.12 The Atlantic Provinces
On the Website (canadaeastcoast.com)
While the response was generally positive to the site initially, there were some
particular problems noted.
I didn't find much factual information on this website - how did you all
know you fly into Halifax? So it’s hard to give an itinerary as I couldn't find
the facts.
I find the web site could be more informative and would appreciate if I
could speak to the Canadian Tourist Board and take advice as to a
possible itinerary.
Most of the information respondents were looking for was quite readily available
on the provincial tourism sites, and we would strongly recommend that there be
a very strong effort to increase links between this website and the appropriate
provincial sites in the text.
Page 227
14.12 The Atlantic Provinces
Itineraries
Several different itinerary suggestions appeared ranging from a “shotgun”
approach
Fly to Halifax (2-3 days)
Drive through Nova Scotia (2-3 days)
¾ The fossil and Gem hunt
¾ Highlands Nature Park
¾ The Cabot Trail
Transfer to Prince Edward Island (2 days)
¾ Golf
¾ “Peace”
¾ Beaches
¾ Shellfish/Lobster
Transfer to New Brunswick (2-3 days)
Transfer to Newfoundland (2-3 days)
Fly home
Through to more in-depth itineraries.
Fly into Halifax (3 - 5 days)
¾ Culture and night life
¾ Food
“Explore” Nova Scotia by car (3-5 days)
Fly to Newfoundland (3-5 days)
¾ Puffins, Whales, Icebergs
¾ Northern Lights
¾ Side trip to Torngat Mountains National Park (2 days)
Fly home
For the UK travelers, a key to their itineraries is the ability to “explore”, usually in
the form of a “road trip”.
Page 228
14.13 Forum Summary
Canada has an historical connection with the UK, which has both been beneficial
and troublesome. In some ways, the UK still view us a “the colonies” and,
baring a few iconic destinations, discount us as an “exotic” destination. This is
probably one of the reason why we place so high in the “Dream” category, but
poorly in the “actual” category.1
One of the key findings of this research is the vast level of ignorance of the UK
respondents about Canada. In some cases, this plays to our advantage (e.g.
“polite”, “caring”, “authentic”), but in some it doesn’t (e.g. “winter nation”,
“vast”). This ignorance is especially important when we consider how to develop
new products because, in most cases, they actually are unaware of existing
products – they frequently substitute colonial stereotypes for actual knowledge;
knowledge that they only gain by actually coming here.
For our UK respondents, the best tool for selling Canada is experiencing
Canada, with friend referrals coming second. This has a number of implications
for both our tourism strategy and for our products. First of all, the CTC’s
Canada: Keep Exploring campaign is exactly right for the UK market since it tags
into the UK stereotype of us as a colonial frontier.
But, in order to get them to keep exploring, we have to get them over here in
the first place. Given their general ignorance of Canada, this means that we
have to influence what Sociologists call their “reference group” (family, friends,
co-workers, fellow hobbyists and enthusiasts, etc.). This implies that we need to
create a series of viral marketing campaigns to sell our existing tourism products,
while creating new ones in line with the desires of these reference groups.
1
It should also be noted that for at least several respondents, Canada was viewed as an
excellent place to immigrate to as well as vacation in.
Page 229
Section 15:
The Travel Trade
Page 230
15.1
U.K. Travel Trade
1.
Perceived Market Trends
a)
Destination Trends
Š The U.K. travel trade do not see any major shifting in long-haul destinations
from their vantage points as individual retailers and wholesalers.
Š Long-haul travel appears to be growing globally to all destinations in their
view.
Š However, noteworthy factors:
Š Difficulties in dealing with homeland security may be negatively affecting
U.S. travel.
Š “Everyone is targeting the U.K.” in their view, including newly aggressive
players – India, China, Brazil, South Africa.
Š The U.S., New Zealand, South Africa and Australia have “huge” budgets.
Š The current New Zealand (“100% Pure Natural”) and the Australian
campaign (“Where the Bloody Hell Are You?”) have received high
exposure and positive reviews.
b)
Changing Needs
Š Greater use of the internet and the availability of detailed information on
destinations appear to be producing a more confident traveller:
Š More online bookings
Š More aware of what they want
Š More independent
Š More self-drives
Š More demanding of service and standards of accommodation.
Š Older travellers (50+) want to be more active.
Š The traditional “lie around” beach vacation is giving way to more active
holidays
Page 231
15.1
c)
U.K. Travel Trade
Planning/Booking Trends
Š Travellers are using the web for planning and destination decision making.
Š Clearly more direct booking online of air, hotels, car rental and even
packages.
Š Virtually all agents surveyed said that travellers to Canada had all made up
their mind to go to Canada prior to visiting the agent.
Š Consequently, today the agent has little influence on selling Canada as a
destination. However, this can be influential in promoting and marketing
specific side trips, activities and other interesting choices.
Š Hence, for peripheral regions and attractions (beyond the core itinerary) they
can be highly important.
d)
Product/Packaging Trends
Š Existing packages tend to be narrow in range and limited in the trade’s view
and they see little evolvement in package designs.
Š Agents are involved with travellers who want customized, more complex
itineraries not easily purchased on the net.
e)
Advertising/Promotion Trends
Š Movies and television are major influencers (e.g. Lord of the Rings for New
Zealand, soccer, rugby, cricket tournaments for Australia, film and television
shows for the U.S.)
Š New Zealand and Australia advertising campaign have received high recall
and reviews, as noted earlier.
f)
Forecast For The Next Five Years
Š More internet booking, less sales for agents.
Š Survivors will focus more on complex, customized travel.
Page 232
15.1
U.K. Travel Trade
2.
Canada’s Image
a)
Canada’s Competition
Š Agents have a difficult time defining who Canada’s competitors are because
the same clients go both to Europe and to a wide range of long-haul
destinations, depending on the circumstances. However, among long-haul
alternatives, common perceptions are:
Š New Zealand – similar product (nature), Commonwealth country, English
spoken.
Š America – especially in fall and winter (e.g., pre-Christmas shopping,
skiing).
Š South Africa
b)
Canada’s Strengths
Š Predictably, Canada’s natural icons are the major selling point – particularly
the Rockies, the Rocky Mountaineer train, and the Vancouver area.
Š Other key strengths:
Š
Š
Š
Š
Š
Š
Š
Š
Š
Š
English speaking
Hospitable people
Easy to get to with direct flights and relatively short flying times
Quality of product (e.g., accommodation excellent)
Exchange rate is favourable
Canada not “super expensive”
Toronto a viable alternative for a short city break
Toronto pre-Christmas can be viable alternative to New York for shopping
Can be in a city (e.g. Vancouver) and in nature on the same day
More viable for 2 weeks than New Zealand (often 6 weeks)
Page 233
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c)
U.K. Travel Trade
Canada’s Weaknesses
Š A common perception is that Canada is cold (note: CTC website should
provide current temperatures in major locations to demonstrate reality).
Š Canada’s image is too focused on nature and does not balance the image
with reassurance of the comforts of infrastructure (discussed later).
Š Packages available are quite limited – focusing on traditional, standard
itineraries.
Š Given the importance of popular films, Alberta, for example, missed an
opportunity to inform the market that the highly appealing scenery in
“Brokeback Mountain” was in fact in Alberta.
d)
Ideal Brand Image
Š Most in the trade believe that Canada’s brand image must evolve beyond
simply depicting nature and needs to reassure travellers that also present are
the comforts and security of “infrastructure”. This can include:
Š Showing people enjoying themselves in bars, clubs and restaurants,
having a good time – not necessarily cities (that is what they came from)
but rather civilized amenities with scenery in the background.
Š Spa resorts
Š Shopping
Š Good food
Š The nature side can be enhanced with soft adventure and other experiential
opportunities, but always featuring amenities close by to minimize the “fear”
factor of wilderness.
Š For the family market, the image can take a different twist. Agents believe
there is a real opportunity to market Canada to families, positioning Canada
as:
Š A “natural Disneyland”
Š An opportunity to expose children to whales, canoeing, seeing wildlife,
ranches, horseback riding, resorts with hiking, kayaking, etc
Š But, taking great care to reassure parents that the nature based
experiences are safe
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U.K. Travel Trade
3.
Travel Products
a)
Common Itineraries
i) B.C./Rockies
Š This is by far the most common destination for Brits, according to the
trade. The itinerary is typically:
Š 2 weeks
Š Includes Vancouver area, up to the Rockies
Š Rocky Mountaineer rail excursion from Vancouver to Calgary is highly
appealing (clearly well marketed in the UK).
Š Examples of memorable moments:
Š “Vancouver is a “brilliant” city to live in”
Š “Going onto (Columbia Ice Fields) glacier”
ii) Toronto and Niagara Falls
Š Toronto is viewed as quite accessible—a medium haul flight
Š Often a long weekend city break
Š Becoming popular as a pre-Christmas shopping opportunity (instead of
New York).
iii) Alaskan Cruise
Š Likely including a visit to Vancouver area
Š Overall, there are a number of other relevant observations.
Š Packages do not have to include too many extra activities, since clients
are often reluctant to pay in advance. They would rather make the
decision while in Canada and book locally (e.g. heli tours over Niagara
Falls).
Š Fly-drive is very popular
Š Outdoor activity preferences tend to be relatively passive – walking,
fishing, Niagara Falls boat ride, wildlife viewing from bus or highway.
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15.1
b)
U.K. Travel Trade
Atlantic Canada
Š Atlantic Canada has relatively low interest as a tourist destination from the
U.K. One issue is the perceived similarities with the U.K. especially the Devin
and Cornwall regions and Scotland.
Š Agents say that the region needs to focus on its uniqueness and its strengths
– for example:
Š
Š
Š
Š
Š
Š
c)
Proximity--relative short and direct flights into region (e.g. Halifax)
Lighthouses
Whale watching
Iceberg viewing
Put tourists into light house or unique type of accommodation
Unique dancing
Product Opportunities
Š Most claim that their existing markets are older (e.g., 40+, 50+, 55+, 60+)
Š However, they see an opportunity with the family markets, given the
educational and entertainment opportunities in Canada’s natural environment,
discussed earlier.
Š Many also believe that selling Toronto during November and December preChristmas for extended weekend trips to shop has real potential. Toronto can
be positioned as a viable alternative to New York with the advantage of
avoided home security concerns.
Š Current packages are not considered to be very interesting or inventive. In
the view of agents, tour operators are offering only “tried and true” packages
that they can market worldwide.
Š The trade would like to see more focus on unique, interesting experiences –
for example:
Š
Š
Š
Š
Š
First nations
Dinosaurs fossil site – Alberta
Tremendous fishing
Wildlife viewing
Extreme sports for younger travellers (e.g., white water rafting, heli
skiing).
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U.K. Travel Trade
4. Repositioning Canada
Š Canada’s core selling proposition is clearly the opportunity to get close to
world class nature. However, to strengthen the appeal of Canada to UK
travellers requires some modification.
Š Intimidating nature – while a key appeal of Canada is to see and
experience its nature, the trade reminds us that it can be very intimidating to
prospective travellers. Consequently, presenting nature products must be
done very carefully.
Š “It must be showcased in a way to minimize fears, especially for
50+ travellers”
Š “Remember most have never been in a kayak before”
Š “A mountain hike sounds scary”
Š “The notion of meeting up with a bear is very intimidating”
Š Balancing the image– while nature gets Canada on the priority list and is
its principle drawing card, prospects need to be reminded of the comforts of
infrastructure are also present.
Š “After seeing the lakes, can I go and relax in a pub with my
friends, or will I end up sitting there with a bear?”
Š
It is critical then to communicate that British travellers can literally
experience authentic nature, yet have the other foot firmly planted in the
infrastructure (not necessarily a city. It could be a resort).
Š Weather – it is perceived to be cold November to April. Given the
popularity of Vancouver, actual temperatures should be shown on the
website to reassure travellers.
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U.K. Travel Trade
5.
Trade Support
a)
Improving Marketing
Suggestions include:
Š Big opportunity to target age 60+, now not a CTC target.
Š Target families – positioning Canada as a “Natural Disneyland”
Š Promote Toronto as an extended weekend trip for shopping prior to
Christmas as an alternative to New York.
Š Small resorts should form regional partnerships to promote their area. Come
in and chat with us. Pitch the area as one region to be added on to a
traditional itinerary (e.g., Georgia Triangle as add-on to Toronto/Niagara Falls
visit). (Remember that while agents may no longer be influencers in selling
Canada as a destination, they can be very influential in selling add-ons or in
recommending itinerary adjustments.)
Š Regions like Atlantic Canada should attend trade shows, get operators
involved. Also, approach specialty niche markets directly on the internet (e.g.,
fishing, bird watching societies, etc.).
b)
CTC Activity
Š Some agencies, especially those in the Canadian specialist program, are well
aware of the CTC and find them very helpful:
Š
Š
Š
Š
Š
Š
Help with agency promotional evenings
Listed on their website as a specialist
Really good training program
Staff (“Roger”) always there to answer questions
Better support than Australia or New Zealand provide
They give us what we ask for (in terms of materials)
Š However, if they are not part of the specialist programme, there is a
likelihood that the agency has little or no contact with the CTC.
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15.1
c)
U.K. Travel Trade
Improving CTC Service
Š Come out and do more Canada evenings
Š More trade show involvement
Š More information on each region
Š Especially for the family market, suggestions on or direction in how to find
and sell product that could appeal to parents wanting an educational
experience for their children:
Š A canoe trip combined with an explanation of how canoes are made
Š Maple syrup making demos
Š More information on home stays and how people can experience the
Canadian way of life
6. Canadian Receptives
a) Product Needs
•
As in other countries, the receptives working with the UK market reconfirm
that the UK traveller is looking for an experiential product, experiences that
create memorable moments that can be shared with friends and family long
after the trip ends.
•
For example, in Atlantic Canada, which many Brits and agents say suffers for
a sameness with parts of Britain, the focus must be on unique and
interesting experiences and on opportunities to get involved—with such
activities as:
o
o
o
o
o
o
o
o
Ice berg viewing
Whale watching
Staying in lighthouses
The Acadian culture and history
The Scottish connection
Winery tours
Gastronomy
Educational touring
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15.1
U.K. Travel Trade
b) Communication
•
The constant theme played back by the trade and consumers in the UK
comes out again here:
o The traveller wants the comforts of an urban setting as well as getting out
into nature
o The real appeal of Canadian nature is not only that it is close by, but also
that it is authentic.
o You can go on real hikes, have real exposure to nature
•
c)
As well, the friendly nature of Canadian people is a highly saleable asset.
Trade Assistance
•
As for other countries, Canadian receptives have a wide range of interesting
product available, but tour operators are unwilling to pick them up. Unless it
is proven that demand exists, they are reluctant to devote precious space in
their brochures to them.
•
Many would like the CTC to take on the challenge of pushing operators to
pick up new product.
•
The focus in their view should be packages that include the essential product
(e.g. a short stay in the cities), then building in exciting lifestyle and nature
experience add-ons.
•
Again, they remind us that the cities should be positioned more as gateways
to Canadian experiences, not destinations in themselves.
•
Other remarks:
o The CTC and provincial/ city partners need to work together to create
more synergy.
o They want a closer relationship with the CTC
o Some criticism of events like Trafalgar Square Canada days, believing that
CTC funds could be better directed to trade and its product positioning.
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U.K. Travel Trade
Travel Trade Summary
Š The key piece of learning from the UK travel trade interviews is that,
according to agents, virtually all prospective visitors to Canada that contact
them have already made up their mind to visit Canada prior to engaging
them.
Š In other words, while the agent may be influential in choosing the specific
itinerary within Canada, they are not driving the decision to choose Canada.
Š The internet is the new powerful influencer in this behavioural shift.
Consumers are now empowered with a source of knowledge that they never
had before.
Š The implication for the CTC is that the travel trade becomes less important as
a route to driving travel to Canada. The focus must now shift even more to
promoting Canada direct to the consumer—especially via the net.
Š On the product side. Agents strongly agree that there is not enough new
product on the market for Canada, yet there are endless opportunities to
expand the product offering— the countless interesting and unique
experiences beyond the well known attractions (e.g. The Rockies, The Rocky
Mountaineer train, Niagara Falls, Vancouver, Toronto, etc).
Š These include unique nature based attractions as well as urban focused.
Š Receptives confirm that clients are looking for more experiential product
today.
Š However, one of the major barriers to broadening the product offering lies
with the operators who are reluctant to experiment with new packages unless
there is proven demand in advance.
Š The chart on the next page illustrates the Old Model of decision making.
Š Under the old model of product distribution, the consumer purchased what
the travel agent offered which, in most cases, was what the tour operators
put together in their brochures.
Š The narrowness of their offering restricts consumer appeal because many of
the most exciting vacation ideas never make it to market. Receptives confirm
that they have plenty of ideas, but there is real resistant by operators to pick
up those product ideas.
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U.K. Travel Trade
Š The trend is now toward the consumer going directly to the internet (among
other sources like past visitors) for ideas, less reliant on tour operator
offerings.
Š This reinforces how important it is for the Partners to develop their websites
and ensure that the right kind of product is available on the internet.
Page 242
Appendix
Page 243
Questionnaire
Page 244
Questionnaire
Page 245
Questionnaire
Page 246
Questionnaire
Page 247
Questionnaire
Page 248
Questionnaire
Page 249
Questionnaire
Page 250
Questionnaire
Page 251
Questionnaire
Page 252
Questionnaire
Page 253
Questionnaire
Page 254
Travel Trade Interview Guide
Page 255
Travel Trade Interview Guide
Page 256
Travel Trade Interview Guide
Page 257
Travel Trade Interview Guide
Page 258
Travel Trade Interview Guide
Page 259
European Discussion Guide – Prospective Visitors
Page 260
European Discussion Guide – Prospective Visitors
Page 261
European Discussion Guide – Prospective Visitors
Page 262
European Discussion Guide – Prospective Visitors
Page 263
European Discussion Guide – Recent Visitors
Page 264
European Discussion Guide – Recent Visitors
Page 265
European Discussion Guide – Recent Visitors
Page 266
European Discussion Guide – Recent Visitors
Page 267
Recruiting Specs
Page 268
Recruiting Specs
Page 269
European Forums
Page 270
European Forums
Page 271